More than 20 international brands operating in Russia have opted to rebrand by adopting Cyrillic spellings or by adopting Russian-style naming conventions, according to industry observers. The shifts reflect a blend of localization strategy and consumer market adaptation as brands navigate a unique regulatory and cultural landscape.
Several brands simply transliterated their names from Latin characters to Cyrillic, maintaining recognizability while aligning with local typography. One notable example is L’Occitane, which adjusted its logo to mirror Cyrillic script while preserving the brand’s identity in the Russian market. In other cases, firms condensed or altered names, retaining core elements while making them feel familiar to Russian shoppers. For instance, the Reserved clothing line now appears under the RE mark, Cropp products carry the CR emblem, and Sinsay items are marketed under the Sin brand. Levi’s stores, too, have been presented under the JNS monogram in some locations, signaling a streamlined approach to in-store branding.
There are instances where brands retained recognizable keywords but altered the surrounding wording to fit the local market. A prominent example is The Ritz-Carlton, which in Moscow adopted the name The Carlton Moscow, preserving the luxury association while signaling a distinctly local presence. This approach allows global hospitality names to remain aspirational while echoing regional identity.
Other brands have pursued more radical rebranding, signaling a deeper repositioning of their market narrative. The most publicly cited case is McDonald’s, which in Russia reintroduced itself as Vkusno i Tochka, a name that translates to something akin to “Tasty and Go” and emphasizes a fresh start under new ownership. Such shifts are accompanied by careful messaging aimed at retaining customer trust and ensuring continuity in product quality and service standards.
Some brands have aimed to evoke historical associations with their original identity, using name changes to leverage long-standing recognition while signaling transformation. Dairy producer Valio, for example, shifted to Viola as part of a broader brand refresh intended to communicate a renewed focus on consumer-friendly dairy products without shedding the market’s sense of tradition. These moves illustrate how branding in Russia can blend nostalgia with contemporary positioning to maintain resonance with local consumers.
Earlier trends also saw a number of fashion and consumer-goods retailers experimenting with local branding. The jewelry sector, for instance, saw stores formerly known as Tous opening with new branding in Moscow and St. Petersburg, reflecting ongoing efforts to consolidate market presence through regionally resonant branding while preserving foreign company association where appropriate.
Ultimately, these naming changes highlight a broader pattern in consumer markets: brands adapt to local tastes, regulatory frameworks, and linguistic norms without abandoning their global heritage. The outcomes vary—from subtle Cyrillic transliterations to bold, fully localized identities—yet all share a common aim: to maintain brand equity while ensuring accessibility and relevance for Russian and regional customers. In today’s marketplace, branding decisions are as much about perception and trust as they are about product portfolios, distribution networks, and price positioning. Observers note that the most successful transitions balance familiarity with a fresh narrative, enabling brands to speak directly to local audiences while preserving the essence of their global story. This dynamic continues to unfold as companies evaluate consumer feedback, market conditions, and competitive activity, selectively adjusting branding strategies to optimize recognition, recall, and preference across the region.