A Name as an Asset: Why the Hermitage and the Tretyakov Gallery Protected Their Names, but Phystech Did Not // T-Business Secrets
29 October 2026T-Business Secrets portal published an article by Alexey Kratyuk, Partner, Russian Trademark & Design Attorney, Eurasian Design Attorney, Head of Trademark Department (Gorodissky & Partners, Moscow), "A Name as an Asset: Why the Hermitage and the Tretyakov Gallery Protected Their Names, but Phystech Did Not".
The article addresses practical aspects of the legal protection of historic and widely known names. Using the examples of the State Hermitage Museum, the Tretyakov Gallery and MIPT ("Phystech") Alexey Kratyuk explained why long-standing renown alone is not enough to maintain a monopoly over a brand.
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