Sweden Applies for Trademark to Clarify Name

Sweden has become the first country to apply for a trademark on its name, aiming to prevent travel confusion caused by the existence of eight other places named Sweden around the world. The initiative, driven by Visit Sweden, seeks to clarify the country's unique identity, known for its picturesque landscapes and cultural practices like fika. An online petition has been launched to garner global support for the trademark application, which reflects a growing concern among travelers; a recent survey indicated that 45% have encountered duplicate place names while planning trips. Susanne Anderson, CEO of Visit Sweden, emphasized the need for travelers to connect with the authentic Sweden, as mix-ups can lead to disappointing experiences. The campaign follows previous efforts by Visit Sweden to address international confusion, highlighting the strength of the Swedish brand. If successful, this trademark could significantly enhance travel planning and reduce location mix-ups for tourists.