International registration: protecting a brand, on the Evos and Epos case

​Recently, many of us came across a fascinating story on social media: a fast-food outlet opened in Kyrgyzstan that was an exact copy of the famous Uzbek brand Evos. The owners changed just one letter in the name — calling it Epos — but the colors, logo, fonts, and overall brand identity were duplicated one-to-one.

​There are two ways to look at this situation. On one hand, it is a reason to celebrate — it proves that Uzbek national brands are gaining massive popularity abroad, inspiring others to admire and emulate them. On the other hand, from a business owner’s and investor’s perspective, this is a dangerous situation that clearly misleads consumers and threatens market share.

​We took a closer look at this case: fortunately, the Evos corporate team acted wisely in advance and secured their international trademark registration in Kyrgyzstan, Kazakhstan, and several other countries. Consequently, they possess the full legal leverage to protect their identity. But is your brand equally secure?

​A Local Patent Has No Power Abroad!

​A common misconception among local entrepreneurs is that registering a brand in Uzbekistan automatically shields it globally. In reality, a trademark registered in Uzbekistan provides legal protection exclusively within Uzbekistan. It holds absolutely no legal weight in neighbouring countries.

​If your future business strategy involves expanding into markets like Kazakhstan, Kyrgyzstan, Tajikistan, or beyond — via physical branches or franchising — international trademarking must be initiated immediately.

​The Hidden Risks for Growing Exporters

​If you delay international trademark registration, you risk facing severe business obstacles tomorrow:

1. ​Foreign copycats can easily open businesses using your identical identity, taking advantage of the reputation you hard-earned.

2. ​In the worst-case scenario, if they register your brand name in their country before you do, you will be legally barred from entering that market under your own name. You would then face years of international litigation or be forced to buy back your own brand at an exorbitant price.

​This is exactly why we strongly advise every established brand owner to utilize International Trademark Registration (via the Madrid System or national filings).

​Safeguard Your Business on a Global Scale

​The Intellectual Business Patenting Center specializes in expanding your brand’s legal safety net across the CIS region and globally. With over 4 years of expertise and a track record of serving more than 2,000 successful entrepreneurs, we handle all cross-border legalities and paperwork seamlessly.

​Secure your brand in time — don't let competitors copy your success abroad!

​Leave your application right now, and our international legal team will conduct a preliminary availability check for your brand in neighbouring countries completely free of charge.