Registering a trademark

Registering a trademark seems important. Not that anyone would bother in the beginning, but the trouble is if the idea takes off and someone else snatches your trademark. At least, that’s what I thought, so I went to Swedish patent organizatio

n – PRV, in order to solve the matter.

I chose the electronic application as it seemed like the easy way to go ahead. First steps were simple. I added company name and all details. Then I came to the part where I need to choose which class I want the trademark to be registered in. How the hell do I know? Well I used the search field and searched ‘internet’. I get one single result. Bingo, that must be it. I choose class 42 and move on. When the application is confirmed and I paid 90 Euros, I get an email and I see that the description of the class seems a bit odd for my business. So I call PRV.

When I reach customer service I am informed that 42 is not at all what I should have selected. I should have chosen 35. Oh really? Well then change it from 42 to 35, please. No can do. What?

‘If I change to 35 the application date would be incorrect and you would come ahead in line for that class.’

I highly doubt someone else has applied for trademark ‘chiquis’ the last 24 hours, but sure, change the date, and put me back in line for the application. No can do. What?

‘ That would be breaking the law. Applications must come in EXACTLY like they were sent’

Really? Breaking the law? It’s not like I robbed a bank. I chose the wrong damn class because of a stupid, useless search engine. Heard of Google? They tend to give you more results then you need.

Ok so I make yet another application. Any possibility I can add the class and just pay the money. Nope, no can do? You gotta do it all over again. Really? Yup. Ok then.

I make an entirely new application. This time I don’t want to make any mistakes. So I call customer service again. Me again. So class 35 is for me. But there are like 100 different options in 35. Which one is right for me? ‘You know your business, so you have to find them.’ Well, as I made a mistake last time and you are in customer service; how about you help me. No can do. Really?.

I have now spent several hours on something a customer service should be able to answer in a minute. Is this reasonable? Apparently so. At least it’s a good way for PRV to make money. Another 150 Euros spent. And I doubt I made it completely right even this time. A completely normal business day in Sweden’s bureaucracy.


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