McDonald’s Russia Trademark Filings Raise Questions After Ukraine Exit

McDonald’s recent efforts to reassert its trademark in Russia have sparked fresh scrutiny, given the company’s highly publicized exit from the Russian market in 2022. The move highlights the complex relationship between trademark rights and global brand management, particularly when politics are involved.

According to reports from Türkiye Today and WION News, McDonald’s filed applications in Russia earlier this year to reclaim certain trademarks associated with its brand. This development surprised many observers, especially considering McDonald’s vocal support for Ukraine and its decision to sell its Russian operations following Russia’s invasion.

A Complicated Brand Landscape

When McDonald’s exited Russia in 2022, it emphasized a clear moral stance, citing humanitarian concerns and the need to align business operations with company values. Its Russian restaurants were rebranded under a new name, “Vkusno i Tochka” (“Tasty and That’s It”), with new ownership but similar menus. At the time, McDonald’s stated it would fully divest from the Russian market.

Despite reaffirming its support for Ukraine this week, McDonald’s trademark filings suggest it is quietly preserving its brand rights within Russia. In a statement, McDonald’s clarified that the filings are not an indication of plans to return but are “routine measures to protect intellectual property.” Meanwhile, other news outlets expressed skepticism over the timing and message.

Trademark Rights in Hostile Markets

Under international trademark law, if a brand owner abandons or fails to maintain its rights in a country, it risks losing those trademarks to local businesses or squatters. In politically unstable or hostile environments, businesses often face a dilemma: formally abandon their rights and risk brand erosion, or quietly maintain filings to prevent others from taking over.

From a legal perspective, McDonald’s move is consistent with best practices for maintaining global trademark portfolios. However, from a public relations standpoint, the filings open the door to accusations of inconsistency — particularly after the company’s prior messaging.

What Small Businesses Should Take Away

The McDonald’s situation offers a clear lesson for small businesses looking to expand or operate internationally: trademark rights must be actively protected, even in markets where you may no longer operate. Political upheaval doesn’t automatically shield your brand from misuse. If your business takes a strong public stance on a major issue, your trademark strategy must also account for how future legal moves might appear to customers.

At Harrigan IP, we help businesses develop trademark strategies that balance legal protection with reputational risk. Whether you’re expanding into new markets or navigating difficult decisions in existing ones, experienced guidance can make all the difference.

Need help protecting your brand internationally? Contact Harrigan IP today to schedule a consultation with an experienced trademark attorney.