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- Name in circulation: the number of applications for registration of personal brands in the Russian Federation continues to grow
Name in circulation: the number of applications for registration of personal brands in the Russian Federation continues to grow
The number of applications for registration of Russian personal brands increased by 19% in the first half of the year, the press service of Rospatent reported. At the same time, the share of individuals exceeded 18% of all trademark applications. What is the reason for this growth, whether this dynamic will continue and how the authorities could support Russian personal brands — in the Izvestia article.
Development of the sphere
The increase in applications is related to the entry into force on June 29, 2023 of Federal Law No. 193 "On Amendments to Part Four of the Civil Code of the Russian Federation," Rospatent told Izvestia. Amendments to the law gave self-employed citizens and individuals the right to register personal trademarks. This has led to the fact that since the second half of 2023, Rospatent has received more than 40,000 applications for trademark registration from individuals.
— Such trademarks are necessary for citizens who are engaged in entrepreneurial activity without registration as an individual entrepreneur. This provides them with the same opportunities as legal entities, and helps them promote their services and products on traditional markets and digital platforms. The positive dynamics of applicant activity demonstrated by citizens indicates that this service is becoming more and more in demand, the federal service added.
When it comes to personal brands in the context of trademark registration, we are referring to applications from individuals and the self-employed, Alexander Isaevich, CEO of SME Corporation, clarified in an interview with Izvestia. On the SME digital platform.In February 2025, the Russian Federation launched a trademark registration service together with Rospatent.
— During this period, more than 17% were applications from individuals and the self-employed. And, according to our estimates, this dynamic will continue. Citizens gain an understanding of both the registration procedure and its expediency. Tools are emerging to simplify such registration, including the possibility of self-filing an electronic application, without the participation of patent attorneys, through SMEs.The Russian Federation," he said.
A personal brand is becoming the face or calling card of a business today, Tatiana Vetrova, Associate professor of Marketing at the Higher School of Business of the National Research University Higher School of Economics, emphasized in an interview with Izvestia. This is due to the development of new technologies and ways of promotion, as well as greater trust in individuals rather than product brands. The registration of a personal brand allows you to protect intellectual property and avoid its illegal use by third parties.
— Awareness of the benefits of copyright and trademark protection is growing among individual professionals and business representatives. If a personal brand is registered, no one will be able to provide goods and services under that name without the permission of the copyright holder. And if he tries, he will receive a claim and a claim for compensation of up to 5 million rubles. Thus, the owners of personal brands understand the importance of officially registering their name to protect the rights of the owner and strengthen their reputation," she noted.
Successful examples from show business (both Western and Russian) show that entire business empires and ecosystems can be built around a famous name (for example, a pop artist can open his own restaurant, production center, launch a clothing line), the expert added. In addition, with the development of the digital economy and globalization, many brands are becoming international. A personal brand, despite the difference in registration procedures in different countries, is much easier to design and adapt to the specifics of a new market than a product brand.
The growing interest in registering personal brands indicates serious shifts in the Russian business environment, Daniil Gonenko, associate professor at the Department of Economics and Finance of the Public Sector at the Presidential Academy, told Izvestia. The development of the digital economy has given businesses new opportunities: marketplaces, social networks and online platforms require recognition from participants. In such circumstances, a personal brand has become an entrepreneurial capital, and its registration is a way to formalize and protect a key business asset.
— Apparently, the interest in registering personal brands will only grow. Russia is entering a period when small and medium—sized businesses, especially in creative and niche segments, are beginning to play an increasingly prominent and sometimes system—forming role, the expert notes.
Against the background of digitalization, the growth of self-employment and the spread of platform employment, according to him, more and more entrepreneurs are looking for legal ways to protect their professional identity. Trademark and brand registration is becoming one of these tools for them. So this is not a short-term fashion, but a long-term structural trend.
Brand support
Many personal brands have formed their audience and continued to promote themselves until the last moment in those networks that are about to fall under legal restrictions and significant fines for small businesses, Nina Trubnikova, head of the Department of Advertising and Business Communications at the Faculty of Economics of the RUDN University, told Izvestia. The outflow of the audience from these networks in Russia with increased control over the use of VPNs can be avalanche-like.
–– A personal brand is a digital product, and it needs a "fit". And there are two directions here. On the one hand, financing the development of sites for such a "landing" and modern tools for displaying content on authorized networks. And on the other hand, the development of educational opportunities for "professional development" of the creators of personal brands themselves, so that entrepreneurs are aware of all modern tools that will allow them to retain an audience in an era of change, she said.
Government support is provided both in the form of the development of digital registration tools, as well as in the form of advice on registration and co-financing of expenses, Alexander Isaevich said. However, as a rule, it is provided to persons registered as self-employed.
It is important that the registration process is as accessible as possible, Daniil Gonenko noted. Today, brand design is still perceived as a complicated and not always understandable procedure, especially for those who are just starting out: the self-employed, freelancers, and young entrepreneurs.
— Simplified mechanisms, clear instructions, and digital services are needed. It is equally important to provide knowledge through educational programs, accelerators, courses and consultations. Entrepreneurs need to explain why they should register a brand at all, how to do it correctly and how to use it for business development, the expert believes.
Finally, in his opinion, it is worth paying attention to supporting the promotion of Russian brands, including in international markets. Especially in the countries with which Russia has established partnerships: through business missions, industry exhibitions, business trust platforms, for example, within the framework of BRICS. This applies not only to business activity, but also to how the country is perceived in the world.
The growth dynamics of personal brands and their registrations is expected to continue, and this will be facilitated by the development of digital platforms, social networks and new technologies, Tatiana Vetrova believes.
"To support Russian personal brands, the authorities could simplify the procedure for registering intellectual property, create additional tax incentives or subsidies, and popularize this area through educational programs and demonstration of successful cases of registered personal brands in various fields of activity," the expert added.
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