McDonald’s and Coca-Cola have left Russia, but their brands have stayed behind
Western firms with iconic brands like McDonald’s that exit Russia face years of battling knockoffs and unauthorized imports bickering to fill their shoes, a risky bid as Russian courts show little sympathy for firms that depart.
Firms exited Russia this spring, after Moscow sent troops into Ukraine, in response to public and investor pressure. Some, like Coca-Cola Co, finalized their exit in August, while others, such as McDonald’s Corp, sold their businesses. Some, including the likes of Procter & Gamble Co, partially remained, selling essentials.
These firms are now defending their trademarks to protect their brands from losing value in case they ever return to the nation, intellectual property (IP) lawyers said. Continue reading