In a bold and unprecedented move, Sweden has become the first country in the world to apply for a trademark on its name. The application was filed with the European Union Intellectual Property Office (EUIPO) on November 12, 2024.  

The aim of this move is to protect Sweden's brand identity and prevent confusion with other places that share the same name. With eight places around the globe called "Sweden," Visit Sweden, the country's tourism board, hopes to ensure that travellers can easily distinguish the original Sweden from its lookalikes.  

The trademark application covers a wide range of goods and services, including tourism, food, and cultural products. It is expected to be a lengthy process, with the EUIPO likely to scrutinise the application carefully.

While this is a landmark move, it raises questions about the future of geographical indications and whether other countries will follow suit. It also highlights the increasing importance of protecting brand identity in an increasingly globalised world.  

We will be closely monitoring the progress of this case and its potential implications for businesses and individuals alike.

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