Naming Your Business: Finding the Balance between Originality and Association

When it comes to naming your business, striking the right balance between originality and association can be a challenging task. You want a name that is unique and reflects your brand’s identity, but at the same time, it should be easy to remember and associate with the products or services you offer. This becomes even more complex when considering the use of a part of a well-known international company’s name. Is it acceptable or even beneficial? Let’s delve into this topic and provide some insights.

Before you decide to use a part of a well-known company’s name, it’s crucial to understand the legal implications. Trademark laws protect the names of businesses, and using a name that is too similar to an existing one can lead to legal issues. For instance, naming your athletic apparel business “Oracle Athletic Apparel” could potentially infringe on the rights of Oracle Corporation, a multinational computer technology company.

Considering Brand Confusion

Even if you manage to avoid legal trouble, using a part of a well-known company’s name can lead to brand confusion. Customers might associate your business with the well-known company and expect similar products or services. If your business doesn’t meet these expectations, it could harm your reputation.

Finding the Balance

So, how do you find the balance between originality and association? Here are a few tips:

  • Do your research: Before you settle on a name, make sure to research existing businesses to avoid potential trademark issues and brand confusion.

  • Be creative: Try to come up with a unique name that reflects your brand’s identity and the products or services you offer.

  • Test your name: Once you have a few options, test them out on potential customers to see how they react. This can give you valuable feedback and help you choose the most effective name.


In conclusion, while it might be tempting to use a part of a well-known company’s name for your business, it’s generally best to avoid this approach. Not only could it lead to legal issues, but it could also cause brand confusion. Instead, focus on creating a unique and memorable name that accurately represents your business and resonates with your target audience.