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Business names

Are you trying to decide on a name for your own business? Use our selection of books, articles, links and guides to find more information on all aspects of choosing a company name.
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Business press

The ICAEW Library & Information Service provides access to leading business, finance and management journals. These journals are available to logged-in ICAEW members, ACA students and other entitled users subject to suppliers' terms of use.
Exclusive Do unconventional brand name spellings help sales?
  • Article
  • 01 Sep 2023
Short article discussing recent consumer research into how the unconventional spelling of brands impacts sales for new-to-market brands. There are some exceptions, but the findings indicate that, in general, unusual spellings carry some risk.
Exclusive How to choose a good name for your business, product or service
  • Article
  • 01 Aug 2022
  • Stephen Fishman
The article explains how to choose a name for one's business or its services and products. Topics discussed include the anatomy of a product or service name trademark (with reference to US law), the elements that make a distinctive trademark, and marketing considerations when choosing a name.
Exclusive Mickey D's has more street cred than McDonald's: Consumer brand nickname use signals information authenticity
  • Article
  • 01 Sep 2021
  • Vanessa M.Patrick, Zhe Zhang
This research demonstrates that cues such as brand nicknames (e.g., "Mickey D's" for McDonald's, "Wally World" for Walmart), enhance perceived information authenticity in online communication.
Exclusive Where did you get that name?
  • Article
  • 10 May 2013
Six independent agency start-up owners describe the inspiration behind their company names.
Exclusive The right name can make or break a business
  • Article
  • 01 Apr 2013
  • Matt Bishop
Article on the importance of having a company name which helps the customer understand the nature of the work carried out.
Exclusive How to avoid company name clashes
  • Article
  • 01 Sep 2009
  • Zhen Feng, Lübbe Petra, Gabriela Kennedy et al
Tips for avoiding company name clashes in various countries, with case examples - covers the UK, US, Germany, Russia, Mainland China.

Articles and books in the ICAEW Library collection

The collection of the ICAEW Library & Information Service includes a range of articles, books and reports on company name law. Use the links below to see what we have available to request in our Library catalogue (Libcat).

To find out how you can borrow books from the Library please see our guide to borrowing books.

You can obtain copies of articles or extracts of books and reports through our document supply service.

External resources - Government guidance

Choose a company name
  • Website
  • GOV.UK
Government guidance on what business names you can and can't use.
Company name availability checker
  • Website
  • GOV.UK
Companies House has developed a ‘Company Name Availability Search’ as part of their WebCHeck service.
Incorporation and names
  • Website
  • GOV.UK
Companies House guidance on choosing a company name and sensitive words and expressions to avoid. There are a number of restrictions on your choice of company names.
Terms of use

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided 'as is' with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.

External resources - Guides

How to choose a business name
  • Website
  • Startups.
This section of the Startups online business magazine features articles and videos on the legalities of business names, the importance of domain names and changing your business name.
How to create a business name
  • Website
  • Entrepreneur Handbook
Find out how to generate the perfect name for your new business or company, with advice from Entrepreneur Handbook on business names generation, trademarks, website addresses and more.
What’s in a name? Get the details right
  • Website
  • AccountingWEB
An AccountingWEB article on how important it is to be careful in naming a company. Jennifer Adams explains the legal and procedural requirements.
Terms of use

ICAEW accepts no responsibility for the content on any site to which a hypertext link from this site exists. The links are provided 'as is' with no warranty, express or implied, for the information provided within them. Please see the full copyright and disclaimer notice.

Legislation

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Winding road
Information

Some of the content on this web page was provided by the Chartered Accountants’ Trust for Education and Research, a registered charity, which owns the library and operates it for ICAEW.