Despite a turbulent corporate history marked by scandals and allegations of corruption by Ivar Kreuger, Swedish Match not only survived but has ultimately flourished as the world’s leading match maker. Today, Swedish Match has 30 safety match brands in its portfolio, but thousands more exist in its corporate archive. Together, these brands embody a rich tapestry of Swedish heritage and stand as enduring symbols of innovation and ingenuity. These brands also embody a piece of Swedish history. But a history like this is only possible because these labels have been lovingly cared for and preserved by matchbox enthusiasts all over the world. This chapter pays tribute to the one person who stands out above and beyond all other matchbox enthusiasts and collectors: Otto Lindbohm.

The Swedish match industry was one of the most innovative industries of its time. While the factories relied on trade secrets, patent registration and even copyright laws to protect their innovations, it was the trade mark system that transformed the Swedish match industry and made it a global powerhouse. This concluding chapter outlines how these trade marks became a valuable asset for Swedish match factories and ultimately for Swedish Match, and helped to shape its identity throughout history, as well as today.

Swedish Match did not exist as a corporate entity until the twentieth century. Before that, Sweden was home to as many as 140 match factories. Almost all these factories eventually merged to form Swedish Match in 1917. This chapter provides a history of Swedish Match and how it came to be. The chapter also reflects on the critical role played by Ivar Kreuger, the founder of Swedish Match, who became known around the world as the Match King.

This chapter explores how Swedish Match, a global leader in the match industry, leveraged trade marks to build its empire. While patents are commonly associated with innovation, this chapter highlights the significance of trade marks in driving innovation and influencing business success. Through a historical analysis of Swedish Match’s trade mark portfolio – the Swedish Match collection – the chapter outlines how this book challenges the notion that patents are the gold standard when it comes to innovation. In particular, the Swedish Match collection and this book exemplifies a branding strategy that broke new ground through brand innovation, utilising trade marks for advertising, establishing a collective brand and embracing trade marks as an instrument of influence.