Choosing the right name for your new business, company or selecting an Internet domain name is vital to distinguish your goods and services from competitors. You are creating an identity-something memorable and meaningful. Business, company names and domain names are best protected when they are registered as trade marks. If your new name is identical or similar to another person's registered trade mark, you could be sued for infringement.
Commercial names can be trade marks, business names, company names and domain names.
A business name is the name under which a business operates and registration identifies the owners of that business. Registration is compulsory, in every state and territory from which a business operates, and must be completed before the business starts trading. Unlike trade marks, business names do not necessarily provide proprietary rights for the use of the trading name. A company name , or registrable body, must be registered with the Australian Securities and Investment Commission. If a company wishes to trade using a name other than its registered company name, it must register that trading name as a business name.