Distinctiveness and conflicting rights
Your trademark must be perceived as a trademark for a certain product or service - be distinctive - for PRV to register it.
You cannot get exclusive right to a trademark that describes your goods and services. Anyone who sells coffee has to be able to use words like dark roasted and fine grind in their marketing. If the word only vaguely implies the goods or services we might consider the word distinctive.
No conflicting rights
The trademark cannot be confusingly similar to a registered trademark. There cannot be any conflicting rights, like an established trademark or an international trademark valid in Sweden.
What are conflicting rights?
According to the Trademarks Act conflicting rights are trademarks that look similar and refer to the same or similar goods and services.