Company names, not titles, are proper nouns. The titles of books and articles are italicized (or underlined, which is exactly equivalent for formatting purposes). Unless you're penning the essay, underlining is obsolete. Italics are recommended. If you want to highlight a word or phrase, give it its own line or column. Brands are written as trademarks. When writing about your own company, use the full name; when writing about another company, use the short form (including the word "company"). Never use a nickname for any company, even if they are commonly used. Also avoid using generic terms such as "corporation" or "organization"; always use the specific type of business you are discussing. If you are writing an academic paper, then the brand name should be included in the bibliography with these rules following: 1 if the article is by one author, list that person's last name only; 2 if the article is by more than one author, list all authors' last names; 3 omit the brackets around the brand name; 4 separate brands with commas.