Branding is a crucial aspect of any business, and the selection of a brand name is of paramount importance.

A brand name often captures the essence of a product or service, offering a compact and economical way of communication.

It becomes the primary identifier in consumers’ minds, making it essential to choose wisely.

This article gives you a valuable insight into brand name selection and protection.

Brand Name Selection Criteria

  1. Distinctiveness: A brand name is more than just a word; it’s a valuable asset. It should distinctly set you apart from competitors in the market. The name should be easily identifiable as a brand rather than a generic term or a common mistake made by businesses.
  2. Recall Value: In a world filled with household names, your brand should be simple, recognisable, and memorable. Names that are too intricate or ambiguous can deter potential customers.
  3. Avoid Confusion: It’s essential to think about the everyday use of the brand name. Will it be clear in conversations, or could it be a confusing mark that’s too similar to other business entity names or competitive brands?
  4. Translatability: As businesses expand globally, it’s crucial to ensure that the brand name translates appropriately in different languages and doesn’t carry unintended or negative connotations.
  5. Legal Protection: Before settling on a name, conduct a thorough trademark search to ensure it’s available. Adhering to trademark laws, the chosen brand name should be registered and trademarked to safeguard it from misuse. Remember, while a name might resonate well with your class of product, it might be too generic or similar to existing business assets to be registered. It’s vital to strike a balance and avoid names too close to existing competitors in the market.

In essence, selecting the right brand name is a blend of creativity, market understanding, and legal foresight.

It’s not just about naming a product but about creating an identity that resonates and stands the test of time.

Legal Constraints on Choosing a Name

When choosing a legal name, businesses can’t just pick any name they fancy.

They must consider restrictions set by the statute under which the business entity will be formed.

These restrictions revolve around three primary issues: required words, prohibited words, and name availability.

  • Required Words: Most business entity statutes necessitate the inclusion of specific words or abbreviations in the name to indicate the type of entity. For instance, corporations might need to include “corporation”, “incorporated”, or their abbreviations.
  • Prohibited Words: Many statutes prevent the use of certain words to avoid misleading the public about the type or function of a business entity. For example, an LLC might be barred from using the word “corporation” in its name.
  • Name Availability: The chosen name must be unique and not conflict with any existing domestic or foreign entity in the state’s records.
Must Read  Brand and Identity Repudiation Protection

Suggested Reading: Are online brands protected by common trademark law

4 Options for Choosing Brand Names

  1. Company Name as the Brand: Many companies opt for this straightforward approach, leveraging their established reputation. Brands like LG, Samsung, and Sony use their company name as their brand name across all product categories. This strategy can instill trust in the target audience’s mind as they associate the brand with the company’s history of delivering quality products.
  2. Individual Product Names: This strategy involves giving individual names to different products, ensuring that if one product faces challenges in the competitive market, it doesn’t tarnish the company’s overall reputation. Hindustan Unilever Limited (HLL), for instance, has multiple brands like Lux, Liril, and Dove. Each brand stands on its core brand proposition, catering to different segments of the target market.
  3. Separate Brand Family Names: Some companies use different brand names for a category of products, offering them exclusive rights to carve a niche in the market. HLL’s Lakmé brand, for example, encompasses a range of personal care products under its umbrella. This approach allows for flexibility in marketing strategies and positions the brand strongly in the target audience’s mind.
  4. Combination of Company Name and Product Name: Merging the company name with the product name can be a powerful branding strategy, especially in a business competitive landscape. Brands like Maruti Esteem or Apple PowerBook are descriptive marks that convey the basic considerations of the product while leveraging the trust associated with the company name.

Brand Name Selection and Protection

What is the Impact of Trademark Laws on Name Selection?

Trademark laws impact business name selection in two significant ways.

Firstly, businesses must choose a name that doesn’t infringe on someone else’s trademark rights.

Secondly, if the legal name is intended to be used as a trademark, it should qualify for protection under trademark laws.

  • Avoiding Infringement: Trademark infringement can lead to severe penalties. To sidestep such issues, businesses should conduct a comprehensive trademark search before finalising a name.
  • Selecting a Name for Trademark Protection: Not every mark qualifies for trademark protection. For full protection, a mark must be distinctive, signifying a specific source of a product or service. Hence, businesses aiming to use their legal name as a trademark should prioritise distinctiveness.

Trademark Laws and Legal Name Protection

Registering a Trademark:

Must Read  Why Do People Make Fake Profiles?

Trademark rights can be acquired either by being the first to use the mark in commerce or by registering it under federal or state trademark laws.

Federal registration, done through the United States Patent and Trademark Office, offers benefits like nationwide recognition and the ability to sue for infringement in federal courts.

Maintaining and Enforcing Trademark Rights:

To maintain trademark registration, businesses must fulfill certain requirements, like renewals and declarations of continued use.

Protection can be lost if the mark is abandoned, misused, or becomes generic.

Businesses should also enforce their trademark rights, watching out for potential infringements and taking necessary legal action.

Suggested Reading: Brand name legal protection


In today’s fiercely competitive business landscape, a brand name transcends being merely a label; it embodies the very identity of the type of business entity.

It’s a commitment to quality, reliability, and trust.

With a plethora of current brands vying for customer recognition, the right brand elements become not just challenging elements to craft but pivotal to the brand’s essence.

Ensuring the availability of a brand name and securing its exclusive rights are paramount.

Beyond just the realm of registered trademarks, the nuances of common law trade mark rights also play a crucial role.

Brands must be vigilant against confusing trade marks that can dilute their identity and be proactive in asserting their rights as the trade mark owner.

In essence, crafting and protecting a brand name isn’t merely a strategic move but an imperative for sustained success in the business world.


Why is registration important?

Registering a brand name is important for businesses as it helps to protect their intellectual property.

It allows companies to stop competitors from using the same name or a similar name, which may cause confusion among customers. When registering a brand name, companies can secure exclusive rights to use the name in certain regions or countries.

This prevents other businesses from infringing on their trademark and using it in their own marketing efforts.

What factors should be considered when selecting a brand name?

How can I ensure my chosen brand name is legally protected?

Begin by conducting a comprehensive trademark search to ensure the name isn’t already in use. Then, register the name under the appropriate trademark laws to secure exclusive rights.

What’s the difference between a legal business name and a trademark?

A legal business name is a name that has been registered with the appropriate state agency and is used to identify a particular business.

A trademark, on the other hand, is a type of intellectual property right that protects a company’s distinctive mark or logo from being used by another party without permission.

A trademark can be used to protect words, symbols, designs, or any other device that identifies a particular product or service source.

Can I use my company name as my brand name?

Yes, many companies use their company name as their brand name for all products. However, it’s essential to ensure that the name meets all trademark and legal requirements for protection.

What actions can I take if someone else uses my brand name without permission?

If your brand name is legally protected, you can take legal action against the infringing party. This might include sending a cease and desist letter or filing a lawsuit for trademark infringement, depending on the severity of the violation.