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People often get trademarks and business names confused.
A trademark is any word or words, mark, device, shape, or sometimes even a smell or color, which serves to identify who makes a particular brand of goods or services. For example, Cheerios indicates a particular brand of cereal, while the shape of the Perrier bottle identifies a particular brand of bottled water. A business name, on the other hand, identifies a particular company or corporation. For example, General Motors is the business name of the company which sells cars under the trademarks of Cadillac, Buick, and others, and Levi Strauss Co. is the business name of the clothing manufacturer which sells jeans under the Levi's trademark. In general, business names are easier to establish and register than trademarks, and present fewer legal difficulties.