Protection of Intellectual Property or Double Standards? Western Brands Are Trying to Return to russia

Despite public statements about their withdrawal from the russian market, Western companies have started registering or renewing trademarks in russia. The reasons for registration are allegedly not related to the attractiveness of the russian market, but are necessary to protect intellectual property and fight unauthorized supply of goods to russia.

These trademarks include Hyundai, Kia, IKEA, and Louis Vuitton. Apart from them, applications for trademark registration were filed by: Coca-Cola, Starbucks, Chanel, Mercedes, Microsoft, Nissan, Disney, Procter & Gamble, Pepsi, Moët Hennessy, Rolex, etc.

The return of Western brands will have serious consequences for the rf’s domestic market. In the absence of foreign players, local companies occupied the vacant niches, launched their own brands, and adapted their marketing approaches. However, most of them have not reached a competitive level in terms of quality, service or recognition.

The registration of trademarks by foreign companies is an indicator of their continued interest in the russian market. At the same time, the strategy of those companies to maintain their presence in the russian market, as well as legal protection of their assets, creates risks of opening new formats of interaction with russia, as well as circumventing sanctions restrictions.