The Yobidoyobi chain created a brand association with a controversial naming

The idea of ​​creating an association that would defend the rights of companies to bright and controversial names arose in response to the court decision on the Yobidoyobi name change.

In April, the Krasnoyarsk Territory Arbitration Court ordered the company to change the name of the legal entity. The decision was justified by the fact that the name “is consonant with profanity words that have obscene content, and also contradicts public interests and moral principles.” But the network disagreed with such a verdict and filed an appeal.

As they say in the company itself, “Yobidoyobi” demonstrated that the naming words are a transliteration of Japanese words and translate as “The day of the week is Saturday.”

Now the Third Arbitral Court of Appeal confirmed the previous decision, but the company intends to appeal to the Court of Cassation. In addition, “Yobidoyobi” will protect the rights “to catchy names and free creativity” already at the association level.

“We are creating an association to protect our rights and the rights of those, like us, who have decided to choose a challenging name as part of a marketing strategy. We offer brands to join, get support and legal protection, if necessary,” the press service quoted the founder of the network, Konstantin Zimen, as saying.

He added that the structure would be legally registered with the Ministry of Justice and would operate as a non-profit association. Any company with unusual names that may be considered controversial to the public will be allowed to join the organization.

Intimate goods store “Visiting lubricant”, craft cider “Sosidr”, beer store “Siska Piva”, fishing goods store “Kozyavochnaya” and wine glass “Uncle Blyova” have already consented to membership of the association. “Yobidoyobi” invites other “bold business” owners to participate.