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Sweden Seeks Trademark Protection

Visit Sweden applies to trademark its name to prevent traveler confusion caused by similarly named locations worldwide.

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Italian

Italy

European UnionTourismMarketingBrandingGeographyTrademark

Visit SwedenEuropean Union Intellectual Property Office (Euipo)Manchester City

Erling Braut Haaland

How is Visit Sweden promoting this initiative?: The application is considered "bold and cheeky" by Visit Sweden. If approved, Sweden would be the first nation to trademark its name as a tourism destination, potentially prompting similar applications from other countries with commonly used names.
Why did Visit Sweden apply to trademark the name "Sweden"?: Visit Sweden, the Swedish tourism agency, has applied to the European Union Intellectual Property Office (EUIPO) to trademark the name "Sweden" to prevent confusion among travelers.
What prompted Visit Sweden to pursue this trademark application?: A recent survey by Visit Sweden showed that 45% of travelers encounter duplicate place names while planning trips, with 8% ending up in the wrong location. This prompted the trademark application to protect the name and prevent confusion.
What is the potential impact if the trademark application is successful?: The move has also launched a new marketing campaign for Visit Sweden, highlighting the uniqueness of the original Sweden and the potential pitfalls of visiting namesake locations instead. A YouTube video promotes this campaign with humor.
What other examples are provided in the article to highlight the issues of duplicate place names?: While the application aims to protect the original Sweden, the article also discusses the potential challenges faced by smaller places with the same name as larger entities. The case of Halland County, Sweden, which experienced online visibility issues due to its similarity to a footballer's name, is used as an example.

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