Image is everything, as they say, or at least a crucial first impression. That’s why businesses, even those that have been around for many years, must remain constantly vigilant of how others, especially customers and potential customers, perceive them in the marketplace and identify their brand.

The company name, or the trade name of the business, is vital in this regard. The name of a business may be descriptive in nature, identifying the products or services the business provides. Or the name might be fanciful, a creative concoction chosen for its distinctiveness, a powerful trademark that consumers and customers come to identify over time as the source of the company’s goods.