After the change of ownership of Starbucks' assets in Russia, the naming of the new brand has drawn attention. On August 12, the Russian Federal Service for Intellectual Property (Rospatent) received applications for Sturbucks (not a typo) and three other trademarks, with the final name yet to be determined. Previously, rapper Timur Yunusov, along with Anton Pinsky, owner of the catering company Pinskiy&co, and the Syndicate company under Senator Arsen Kanokov, jointly acquired and managed Starbucks' assets in Russia. The new brand is planned to open in mid-August and will be open to the media on August 16. They had considered using a Lego bear as the logo and incorporating the singer's signature, but later switched to thermal printing due to the workload. This article reviews the sequence of events, trademark options, and netizen reactions. [more…]