Media reports Coca-Cola requests to register trademarks in Russia
(MENAFN) Coca-Cola has reportedly initiated steps to secure trademark registrations in Russia through applications submitted to Rospatent, the country's intellectual property service, as detailed by Vedomosti newspaper on Friday. This move marks a significant development following the American beverage giant's departure from the Russian market in March 2022 amidst escalating Western sanctions linked to the Ukraine conflict.
According to Vedomosti's report citing Rospatent's database, Coca-Cola has applied to register three prominent brands – Coca-Cola, Fanta, and Sprite – in Russia. These applications, filed in April, encompass categories ranging from soft beverages and soda to alcoholic drinks and other related products.
The decision to seek trademark registration signals Coca-Cola's strategic intent to potentially re-enter the Russian market in the future. Patent experts highlighted to Forbes that under Russian law, trademarks face cancellation if not actively used for three years. With Coca-Cola, Sprite, and Fanta ceasing operations in 2022, there exists a legal risk of losing protection for these brands next year. Therefore, securing trademark rights now could preempt any challenges related to non-use.
Coca-Cola's history in Russia dates back to 1980, when it was introduced during the Moscow Olympic Games. The brand's presence expanded significantly, with large-scale production starting in 1992 after the dissolution of the Soviet Union. By the time of its exit, Coca-Cola operated ten factories across Russia, producing a variety of soft drinks, including popular brands like Fanta, Sprite, and Schweppes, alongside local favorites.
The potential return of Coca-Cola to the Russian market, evidenced by these trademark applications, underscores ongoing strategic evaluations amidst evolving geopolitical dynamics. This move not only safeguards brand integrity but also positions Coca-Cola to potentially resume operations in Russia, depending on future geopolitical developments and market conditions.
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