Baskin Robbins in Russia applied for registration of a new trademark
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The Russian manufacturer Baskin Robbins JSC BRPI (formerly Baskin Robbins Production International Limited) filed applications with Rospatent in October-November for the registration of a new trademark BRandICE in blue and pink colors, informed “Kommersant”.
It is specified that in November the company received declarations of conformity for the production of ice cream under the BRandICE brand. At the same time, the new trademark is already being used on one of the domains of the company with the Vegan ice cream line, Kommersant writes. One of the managers of the Baskin Robbins cafe in the Moscow region said that he had received a notice about the need to change the sign from December 1.
According to sources of the publication, the registration of a new trademark may be associated with the loss of the right to use the Baskin Robbins brand. As Aleksey Gruzdev, General Director of Streda Consulting, noted, if brand recognition is maintained, the brand change will not affect sales in any way. However, BRPI will most likely have to develop its own formulation, since Baskin Robbins may have a patent on it.
BRPI was founded in 1994 by businessman Yuri Abrahamyan as a joint venture with the British structure Baskin Robbins on the basis of the Moscow Cold Storage Plant No. 9, which was also led by Abrahamyan. In addition to its own production, the company has a chain of cafes in Russia, which has developed through a franchise. According to the newspaper, more than 40 outlets are currently operating in Moscow.
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