Low Risk, Medium Risk, High Risk: What the Levels Really Mean

Why teams misread risk labels

Risk labels look simple, so teams often overreact to them. A low-risk result can feel safer than it really is, and a medium-risk result can feel more fatal than it should.

Low risk

Low risk typically means the search did not surface strong conflicts in the target scope. It is usually a good sign to move into filing preparation if:

• the goods and services are clearly defined
• the target country is confirmed
• the mark is distinctive in how it looks and sounds

Medium risk

Medium risk usually appears when there is enough overlap to matter, but not enough to clearly block the filing. This is the zone where smart strategy pays off.

Typical responses:

• narrow the goods wording
• reduce the first filing scope
• compare the top cited marks more closely
• get a second-level review before launch assets are finalized

High risk

High risk often means the path is commercially fragile. You may still file in some situations, but you should assume there is a meaningful chance of refusal, objection, or later conflict.

The business lens

Risk labels should always be read together with timing:

• If launch is flexible, medium or high risk may justify rethinking the name.
• If launch is locked, the business may need contingency branding ready.
• If multiple countries are in play, a risky mark in one market may still work in another.

A stronger internal workflow

Do not pass along only the label. Pass along: