Sweden has become the first country to apply to trademark its name with the European Union Intellectual Property Office, to prove it is the original and best Sweden.
The Swedish tourism board says this move aims to ensure no one packs for Swedish lakes and forests only to find themselves in a town without the Scandi charm.
This could be a landmark trademark. After all, where Sweden goes, other countries may follow; trademarks for geographical names could change how countries protect their identity.
In fact, there are eight places named Sweden around the world, causing potential confusion for tourists who might accidentally end up in a different location.
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