How relevant is this in Kazakhstan?

The scale of registered assets demonstrates that trademarks are a vital component of the business landscape.

According to the National Institute of Intellectual Property (KazPatent), 84,785 trademarks were under legal protection in Kazakhstan as of September 1, 2026.

This figure represents thousands of companies, entrepreneurs, and brands for which a specific designation constitutes a legally significant asset.

At the same time, the legal protection system itself continues to evolve.

For instance, in January 2026, the Ministry of Justice of the Republic of Kazakhstan approved new rules for recognizing a trademark—or a designation used as a trademark—as a "well-known trademark." The document outlines the procedure for granting well-known status in Kazakhstan to a designation that has achieved widespread recognition through active commercial use. (Adilet)

This further illustrates that modern law views a brand not merely as an image or a name, but as the outcome of sustained commercial use and the establishment of a reputation.