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Difference between business name and trademark

In short, the trademark is the distinguishing feature of your product or service and is registered by the Swedish Intellectual Property Office, while the business name is the name of your company. You register your business name with the Swedish Companies Registration Office.

The name is the public face of the company

The business  name should make it easier for customers and others to find your particular business. The name should make it possible to distinguish your company from other companies, associations and trademarks. You can construct your business  name in a variety of ways. It is important to keep in mind that the name should be perceived as a company name. It must also comply with the rules applicable to company names.

Good to know when you choose a company name at the Swedish Companies Registration Office (in Swedish)

The trademark differentiates you from your competitors

A trademark is a distinguishing feature of your company’s products or services, and distinguishes you from your competitors. For example, the trademark may consist of one or more words, a graphic symbol, a product, a packaging or sounds and melodies.

It may be advantageous for you to use imaginative words in the choice of trademark, it increases the chance that your trademark will be unique and not at risk of being confused with someone else’s trademark. The trademark is a way for you and your company to create recognition and added value among customers.


Register your domain name as soon as possible

If you want a domain name that is the same as your business name or trademark, consider registering the domain name as early as possible. Preferably at the same time as applying for a business  name and trademark. Domain names in Sweden are registered with The Swedish Internet Foundation (IIS).

™ Trademark

The TM symbol is used to indicate that, for example, a word or figure is used as a distinguishing feature for a business operator. Use of the ™ symbol has no legal meaning in Sweden.

® Registered

The R symbol is used to indicate that a trademark is registered as a trademark. The use has no legal meaning in Sweden, but it is a violation of the Marketing Practices Act to use the ® symbol if the trademark is not registered.

Trademarks are registered at the Swedish Intellectual Property Office