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ENT 12

ENT 12. WHAT'S IN A NAME?. Company names can be many things . . . one or several of these functions can be reflected in a name. A name should …. explain the product or service MacRae & Associates Accounting Ltd. The Bike People distinguish the features of the product or service

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ENT 12

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  1. ENT 12

  2. WHAT'S IN A NAME? • Company names can be many things . . . one or several of these functions can be reflected in a name

  3. A name should … • explain the product or service • MacRae & Associates Accounting Ltd. • The Bike People • distinguish the features of the product or service • Budget Rent-a-Car • stimulate curiosity • Aardvark

  4. A name should … • establish uniqueness • Haagen Dazs • communicate owner’s pride and/or position company location • Tom’s of Maine

  5. What do you think? • Think about some popular product names and reflect on the following: • Does the name tell customers anything about the product/service? • Is the name unusual (for example, a made-up word) or is it simple English? • Is the name easy to say? • How important is the company logo? Is the logo well enough known on its own to communicate the company name (for example, do people see the Nike™ swoosh logo and immediately say to themselves, “Oh, that’s a Nike™ product!"

  6. Examples

  7. CHOOSING A NAME • When businesses incorporate under the Canada Business Corporations Act, they may choose a corporate name. It can be a valuable asset and offers an extra degree of protection of your rights to that name.

  8. Requirements • The name must be distinctive. • distinguish from competitors • The name must not cause confusion with any existing name or trade-mark. • conduct a search for possible name conflicts • The name must include a legal element. • add the term Limited, Incorporated, Inc., Ltd., Corp. • The name must not include unacceptable terms. • do not imply connections that don’t exist • do not choose a name that falsely describes the business • obscene terms or suggestions are not allowed

  9. To register a name . . . • There are processes involved in registering a company name • Provincial • Federal

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