Trade name

In commercial law the way in which an enterprise wishes to be referred to is the trade name, under which, once registered, it is required to do business. Trade names are now also required to indicate the legal form of the business. Trade-name protection extends to logotypes. Transnational corporations may have different trade names in different countries. Common sharp practices in business include the adoption, by a foreign competition, of a trade-name's distinctive typography but creating another name whose number of letters, letter shapes, or possibly overall pronounciation is similar. The result is intended to confuse and mislead the consumer.