Sweden Proposes to Secure Exclusive Rights to Use Its Nation's Name as a Trade Mark
Sweden Proposes to Secure Exclusive Rights to Use Its Nation's Name as a Trade Mark
Sweden, known for ABBA, meatballs, cozy furniture, and the endless summer sun, has decided to safeguard its image. This Scandinavian country has declared its intent to secure trademark protections for its own name ("Sweden") through the European Union Intellectual Property Office. Should their application be successful, Sweden would become the first nation globally with a trademarked name.
This announcement was made earlier this week via a press release from the Swedish tourism board, Visit Sweden. "Did you know there are eight different locations named Sweden worldwide?" Visit Sweden's website states. "That's why we're submitting an application to trademark our country's name. While we wait, we'll school you on distinguishing the authentic from the imitators." The term "imitators" seems to be a cute way of referring to "copies."
As a matter of fact, I was previously unaware of other places called Sweden. According to Business Insider, various communities in the United States, such as those in Missouri, Maine, and South Carolina, share this name.
Notably, Business Insider points out that countries generally cannot trademark their names, with an exception for those regarded as "destinations" and, thus, brands. Essentially, Sweden's tourism board is looking to set regulations and safeguard the commercial worth of its homeland.
"'Visit the True Sweden' is a campaign designed to differentiate the original from the imitators," Visit Sweden's website explains. "It's flattering that other countries use the name Sweden, but the more Swedens there are in the world, the more perplexing it becomes for prospective tourists."
In all honesty, this initiative seems less about avoiding tourist "perplexity" and more about a savvy marketing opportunity for Sweden's tourism board. I seriously doubt that tourists frequently book flights for the incorrect Sweden and end up in an entirely different country. It takes significant confusion to book a flight for South Carolina, thinking it's somehow a gateway to Scandinavia. I also find it hard to see how legally securing intellectual property rights will aid someone afflicted by such navigational challenges.
Additionally, it remains uncertain if trademarking its own name will be a new revenue source for Sweden. If the Nordic nation commercially owns its name, it may potentially monetize its "brand" by charging third parties for its use, although this isn't explicitly clear.
Discussing the marketing strategy, Visit Sweden might utilize its potential trademarked name to differentiate their country from the imitation ones, saying, "As the globally trademarked Sweden, we're eager to distinguish our authentic experiences from others." Furthermore, should Sweden secure this unique intellectual property, it could potentially explore revenue streams by licensing its brand name, stating, "Partner with the official Sweden for exclusive rights to use our renowned name in promotions and collaborations."