Thinking about the old market? Starbucks applies for multiple registered trademarks in Russia!

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Starbucks submitted eight applications for registered trademarks to the Russian Federal intellectual property Office from May 23 to 24 this year, including well-known brands such as Starbucks Coffee and Starbucks Coffee, according to a report on the World wide Web.

In addition, according to Russia's TASS news agency, Starbucks also submitted an application for the registration of a number of trademarks to the Russian Federal intellectual property Office between the end of last month and the 1st of this month. including instant coffee, on-site consumption of beverages and food production, membership program management and so on.

This series of actions has led to concern and speculation about Starbucks' official plans. After learning about this, netizens sang "Love Business" for the brand side, making fun of Starbucks, which now wants to return to the Russian market, with the phrase "you want to separate, separate and separate."

After the outbreak of the conflict between Russia and Ukraine, the West imposed economic sanctions on Russia. Starbucks, which has been operating in Russia and is loved by local consumers since 2007, announced in March 2022 that it would suspend all commercial activities in Russia. At the end of May, it announced its decision to withdraw from the Russian market, and 130 coffee chains in the country were no longer open.

In July of the same year, Anton Pinsky, founder of Pinskiy&Co, a famous local catering company, partnered with Russian rapper Timati to acquire and take over Starbucks' Russian assets for about 500m roubles ($6 million).

Since the acquired Russian assets do not include brand trademarks and recipes, the coffee chains reopened with a new name "Stars Coffee", Starbucks' iconic mermaid logo was replaced by a girl in traditional Russian hair accessories, and the coffee drinks in the store were highly similar to Starbucks products, so the "Starbucks" was called "Russian version of Starbucks" by netizens.

Stars Coffee has been open for two years and has been providing local consumers with a coffee service similar to that of Starbucks. In April, the brand owner filed a claim with the local court to end the legal protection of Starbucks trademarks. From this point of view, Starbucks' application for registered trademarks in Russia is not only to return to the Russian market, but also to protect brand rights and trademarks.

However, in the view of the media, Starbucks may not plan to return to the Russian market until it sees business opportunities in the gradually stable Russian market. Moreover, Starbucks, which has been operating in Russia for 15 years, has a wide popularity and consumer base, which is also conducive to the brand's rapid recovery of brand influence and market share after returning to the market.

It's just that the Russian coffee market may become more intense in the past two years, and consumers' tastes and habits will also change. Coupled with the uncertainty of the current political and economic environment, if Starbucks returns to Russia, the market operation may not be as smooth as expected.

After the relevant news was reported by the media, speculation and expectations of Starbucks from the Russian industry and local consumers have been heightened, but Starbucks officials have not yet made a formal response to the news.

Picture from: Internet

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