The application comes as Visit Sweden looks to prevent travel mix-ups among tourists Sweden is making a bold (and slightly cheeky) move to trademark its name, putting an end to travel mix-ups. The home of cinnamon rolls and fika has applied to the European Union Intellectual Property Office (EUIPO) to protect its name from international duplicates that might confuse unsuspecting travellers who want to experience the original Sweden and is calling on people around the world to support its application via an online petition. The trademark application addresses a common problem travellers face with name-alike locations – with eight places around the world called "Sweden", multiple Germanys, dozens of Americas, and 34 Londons globally, it's not hard to see why a little brand clarity...
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