Russia is party to several international treaties that allow it to be sued outside of Russian courts if it doesn't uphold intellectual property law, and if those suits do not go Russia's way, then it is now possible that Russian assets can be seized as compensation.
Or, to oversimplify it, if Russia decides that anyone can use McDonald's trademark, then maybe Gazprom's pipelines won't be Russian anymore.
Or, to oversimplify it, if Russia decides that anyone can use McDonald's trademark, then maybe Gazprom's pipelines won't be Russian anymore.