Представители российской власти планируют упростить регистрацию товарных знаков для региональных брендов, введя в законодательство новое понятие – «географическое указание». Такие изменения сделают российские продукты узнаваемыми и позволят им выйти на международный рынок. По словам главы Роспатента Григория Ивлиева, сегодня на территории 85 субъектов РФ проживает более 190 народов, имеющих уникальное культурное наследие, при этом число зарегистрированных товарных знаков – всего 170. Это означает, что многие известные всем наименования остаются незарегистрированными.
С помощью упрощенной регистрации товарных знаков правительство хочет повторить успех Евросоюза, где число зарегистрированных региональных брендов, таких как «Пармиджано-Реджано» и «Бордо», превышает 3000. В России таких брендов тоже очень много – например, «Алтайская гречка» или «Башкирский мед» – тем не менее, из-за нынешнего сложного механизма регистрации официальный статус имеют лишь весьма незначительное количество региональных брендов, такие как «Вологодское масло», «Белевская пастила» и «Ессентуки».
Специалисты считают, что упрощенная форма получения патента даст возможность российским производителям увеличить экспорт местных продуктов. В ближайших планах – вывести не менее 30 узнаваемых российских брендов на мировой продуктовый рынок к 2024 году.
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