Annotation: The article is devoted to the study and comparison of the procedure for registration of a trademark in Ukraine and the countries of the European Union. The trademark is considered as a Unique Object of Personification of Business Activity and as a powerful tool at the National and International Levels, which allows the employment company to have a monopoly position on Sites All due to the rightly chosen strategy of protection and protection Exclusive rights to such an object of intellectual property. The mechanism for obtaining trademark protection in the countries of the European Union such as: Great Britain, Italy, Spain, Germany and France is considered. Special aspects of the trademark registration procedure are set out in each of the above-mentioned countries. The necessity of adaptation of the existing norms of Ukrainian legislation to European standards in connection with the ratification of the Association Agreement with the European Union was emphasized.