Who owns the name ‘Hurtigruten’?

As from 2021, three companies instead of the actual one company –Hurtigruten–could share the coastal route between Bergen and Kirkeness. According to the Norwegian Ministry of Transport and Communications, between five and ten shipping companies have reported their interest in applying for the tender, or for parts of it.
The possible changes create a lot of buzz in the local media. One of the arising questions is about the ownership of the name Hurtigruten. It is very understandable that the actual company Hurtigruten does not want to see other operators working under the same banner. But legal experts say Hurtigruten cannot claim any trademark protection.