How to Protect Your Brand on a Marketplace

Brand protection on a marketplace rests on a registered trademark — without one you have no legal leverage against counterfeits, name squatters riding on your brand, or resellers latching onto your card. With a trademark you unlock the brand zone (a protected storefront), you can file complaints against infringers and take down third-party cards that exploit your brand. Without a trademark anyone can trade under your name, and the platform will not be on your side.

In short: brand protection = registered trademark + brand zone + complaints against infringers. Without a trademark there is no leverage.

• The right to demand removal of third-party cards using your brand.
• Access to the brand zone and content protection on Wildberries and Ozon.
• Grounds for a complaint against squatters and counterfeits (see complaint about a card).
• Protection against competitors hijacking your name.

• Register a trademark (with Rospatent, the Russian trademark office) — this is the foundation; nothing else works without it. If you do not have your own label yet — how to launch a private label.
• Enable the brand zone on the platform once your rights are confirmed.
• Monitor search results for your brand — look for squatters and counterfeits. Targeted attacks by competitors are covered in a separate guide.
• File complaints against infringers, attaching your trademark certificate.

"How do I protect my brand on a marketplace?" Register a trademark, enable the brand zone on the platform and monitor search results, filing complaints against counterfeits and squatters. Without a registered trademark there is no legal leverage.

"Can I block someone else's card that uses my brand?" Yes, if you hold a trademark certificate. With it the platform accepts a complaint against the infringer and removes the third-party card that exploits your brand.

"What is a brand zone?" It is a protected brand storefront on the platform, available once your trademark rights are confirmed. It strengthens trust and makes it harder for others to trade off your name.

"What if the brand is not registered yet?" Start the trademark registration — it is the mandatory foundation. Until then protection is limited; the platform will not accept a claim that says "this is my name" without confirmed rights.