Any business, product or service that evokes positive emotions and trust in us is invariably recognised by its name.

So, the name is the primary way we associate a brand. It’s therefore an important asset to prioritise protecting if you aspire to bu...

Naming is a surprisingly complicated thing to do so I’m not surprised there are so many disputes around names.

Some people believe you need to invent a new word to be able to trademark it – that ordinary dictionary words may not be monopolised by...