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Can I trade under a name which is different from my business name?

Whats a trade name when owning a small business?

  • Answer:

    A trade marked name is like a brand - eg. Coca Cola. A holding company is one that owns and runs the brand name. In some cases, the trade name is the same name - eg. Shell Singapore Pte Ltd. Legally, the word 'coca-cola' is a designed logo. To ensure that the brand name is protected, the logo is trade marked and patented (legal process). Sometime ago, Crocodile brand and Lacoste had legal fights in China. Lacoste's logo is that of a crocodile of course. However, The Crocodile brand won because they had registered the mark in China and traded in that market longer than Lacoste. You will find that the company name for both these brands are different from the brand names they are known for.

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A trade marked name is like a brand - eg. Coca Cola. A holding company is one that owns and runs the brand name. In some cases, the trade name is the same name - eg. Shell Singapore Pte Ltd. Legally, the word 'coca-cola' is a designed logo. To ensure that the brand name is protected, the logo is trade marked and patented (legal process). Sometime ago, Crocodile brand and Lacoste had legal fights in China. Lacoste's logo is that of a crocodile of course. However, The Crocodile brand won because they had registered the mark in China and traded in that market longer than Lacoste. You will find that the company name for both these brands are different from the brand names they are known for.

Irene Z

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