Why do companies have two names?
Asked by: Prof. Aurelia Larson | Last update: October 4, 2025Score: 4.3/5 (30 votes)
There are several reasons why a company may have a DBA different from their legal name. If a large company decides to start offering a new type of service that is completely different from their widely known practices or products, they may want to create a whole new identity for that new line of business.
Why do some companies have two names?
By registering different brands which are in direct competition with each other a company does its utmost to try to ensure that they receive as much business as possible by filling the market with their own brands. For example, Unilever has registered both the Flora and Bertolli brands for cooking butters and oils.
Can one business have two names?
DBA (doing business as) names are extra names businesses can assume alongside legal names. A sole proprietor, partnership, limited liability company, or corporation can (and sometimes legally required to) have multiple DBA names.
What is it called when a company has multiple names?
Many entrepreneurs who opt to do this use what is called a "Fictitious Name Statement" or a "DBA" (also known as a "Doing Business As") to operate an additional business under a different name.
Can a brand have two names?
2. You can have one legal name but more than one assumed name. Your business can have only one “legal” name at a time. But it can have any number of assumed or DBA (“doing business as”) names.
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Can I use two names legally?
It's legal. You could be John Smith in the United States, Mario Rossi in Italy, Ivan Ivanov in Russia, and someone else entirely somewhere else. On paper, you're four different people, yet each identity is undeniably, legally you.
Can a brand have 2 different logos?
Flexibility and Adaptability: On the positive side, having multiple logos can offer flexibility and adaptability to cater to diverse markets, products, or target audiences. It allows the organization to tailor its branding efforts to specific contexts or regions.
Can I have two company names?
Registering Two Business Names
Assuming then that there is the same business structure for the multiple businesses under one ABN, then it is possible to have multiple names registered as well. Business name registration is maintained through ASIC.
What does DBA mean legally?
DBA stands for “doing business as”. A DBA name is also referred to as a “trade name”, “assumed name”, or “fictitious business name”. The purpose of registering a DBA name is to notify the public that a particular person or business entity is conducting business under a name other than its legal name.
Can an LLC own another LLC?
As for the legality of ownership, an LLC is allowed to be an owner of another LLC. LLC owners are known as “members.” LLC laws don't place many restrictions on who can be an LLC member. LLC members can therefore be individuals or business entities such as corporations or other LLCs.
Can an Inc and LLC have the same name?
Your LLC's name can't contain the words like “bank,” “trust,” “trustee,” “insurer,” “insurance company” or any other words suggesting you're in the insurance business (unless you are). You can't include things like “incorporated,” “inc.” or “corporation,” because your LLC is not a corporation.
Can two people own a DBA?
To avoid confusion, most states don't let two businesses register the same DBA — though if your business has several owners, such as members of LLCs, they can own the same DBA. A sole proprietorship by its name has one owner, so this principle won't apply in that case.
Can I use a company name that already exists?
If a business name is already trademarked, you are prohibited from using it even if the company operates in a different state to yours. Trademark issues can be complex. In trademark infringement cases, courts look at whether consumers would be confused by two businesses that operate in the same industry.
Can a business have two legal names?
Many small businesses operate under their official legal name, but this is not always the case. Sometimes you'll need to use a different “doing business as” or DBA name to identify your brand in your public-facing marketing communications, while keeping a different “official” name for your legal business entity.
What famous brands use the ampersand?
In the fashion world, dozens of companies use the ampersand in their logos: Dolce & Gabbana, H & M, Me & Ro, Line & Dot, Rag & Bone, Cutler & Gross, and Lou & Grey, to name just a few.
How do I know if a business name is taken?
- Visit the California Business Search.
- Scroll down and enter all or part of your business name in the Search bar.
- Click the down arrow for Advanced Search.
- Filter by keyword, exact match, or “begins with.”
- Click “Search.”
Is a DBA or LLC better?
While both DBAs and LLCs are registered with the state and allow you to conduct business using a new name, only the LLC allows you to protect your assets from business creditors. The decision can influence liability protection, tax flexibility, and more.
What does a DBA actually do?
A database administrator, or DBA, is responsible for maintaining, securing, and operating databases and also ensures that data is correctly stored and retrieved.
Can someone else use my DBA name?
No exclusivity to the business name: Unlike a trademark, a DBA does not protect the assumed name that you are operating under. In fact, companies in other counties or states may use the same name.
Can I run two businesses under one LLC?
Many business owners wonder, “Can you have multiple companies under one LLC?” The answer is yes. You can operate multiple businesses under one LLC.
Can a company sue you for having a similar name?
If you are found to have willfully infringed another's trademark rights, you could face steeper penalties. However, keep in mind that another business can still sue you for trademark infringement even if your infringement is not willful. This is why it's imperative to conduct a thorough search of business names.
What is the difference between a business name and a company name?
A domain name is registered so that there is an internet address. A trademark is registered to identify a product or service. A business name is registered to identify a business that wishes to trade other than with its own name. A company name is the name of a specific type of legal entity.
Can another company use my logo?
When you use someone's mark without their permission in a way that infringes on or dilutes their mark, then your use is usually unlawful. The trademark owner can normally sue you to stop you from using their mark, and they can collect money damages.
What company has two logos?
A classic example of this is technology giant Apple. Their two logos include the well-known bitten apple symbol, and the wordmark “Apple”.
What is a submark?
Your logo submark is a less detailed version of your primary logo that can be used as a secondary mark similar to a watermark. For example, It can often be used on secondary pages of printed materials to still keep your branding in place but when your main logo isn't needed on every single page.