![]() ![]() A business needs a name, and that’s where initially a corporate name comes in. ![]() In other words, many assume that adopting a corporate name is the same as adopting a trademark. It is often assumed that since the incorporation process includes a search of corporate names and results in permission to operate a business under a chosen corporate name that (a): you can adopt and use that corporate name to sell your goods and services in Canada and (b) others may not adopt and use your corporate name as a trademark in Canada. There is no better insurance than a trademark registration to protect the name which you have spent time and money developing and securing. If you’re building a brand, investing in advertising, and hoping customers can find you, you’ll want to make sure you’ve properly protected your business name so no one else can use it. A strong brand will help facilitate sales of the goods and services with which it is identified.Ĭonsider the sales you may lose and the confusion that could result if another company opened up using your same name. Your brand will represent the quality of your goods and services and evoke a particular image and reputation amongst consumers. Michelle Huong, Toba Cooper, Roxana Monemdjou | Last updated: JanuIntroductionĪ corporate name used as the company’s brand is one of the most valuable trademark assets of a business. By: Christopher Heer, Annette Latoszewska, ![]()
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