Sweden™: A Country's Attempt to Protect Its Identity
For most people, Sweden conjures images of IKEA, Abba, and the enchanting Northern Lights—a Scandinavian country renowned for its unique culture and picturesque landscapes. However, Sweden’s tourism board has taken an unprecedented step to safeguard its national identity by applying to trademark the country’s name.
Why Trademark Sweden?
The decision to trademark “Sweden” stems from a desire to protect the country’s image and prevent confusion with other places sharing its name. While many may not realize it, there are several Swedens around the world, including a small town in New York, a community in Maine, and even a village in Indonesia. The Swedish Tourism Board believes this could mislead travellers seeking the original Sweden—home to its iconic lakes, forests, and fika culture.
The Risk of a Wrong Booking
Mistaken travel bookings are more common than you’d think. There are stories of travellers booking flights to Edmonton, North London, instead of Edmonton, Canada, or soccer fans landing in Lille, Belgium, rather than Lille, France. The Swedish Tourism Board is concerned that similar confusion could arise, especially with the rise of online bookings and quick searches.
Marketing Ploy or Legitimate Concern?
Sceptics may argue that the trademark move is a clever marketing strategy designed to boost tourism. However, the Swedish tourism board insists that it’s about protecting travellers and preserving Sweden’s identity. “It’s flattering that others want to be called Sweden,” says Susanne Andersson, CEO of Visit Sweden. “But we’d prefer if there was only one. Our Sweden.”
A New Trend in Trademarks?
Sweden may be paving the way for a broader trend in trademarking place names. With 28 Londons, dozens of Americas, and 15 towns called Norway in the U.S. alone, other countries and cities might follow Sweden’s lead. This could bring clarity to travellers but also spark debates about the commercialization of geographic names.
Protect Your Brand with Confidence
Sweden’s trademark application underscores the importance of safeguarding unique names and identities. Whether you’re an individual or a business looking to protect your intellectual property, our expert team is here to help. Contact us today to ensure your name or brand is fully protected in an increasingly globalized world.