Trademark vs business name vs company name: what protects you?
Business owners register names with ASIC and assume the job is done. It rarely is. A business name or company registration identifies you to regulators and consumers, but it hands you almost no power against imitators. Only a registered trademark creates enforceable, nationwide brand rights. Understanding the difference can save you from watching a competitor build a business on goodwill you created123.
Business names: administration, not ownership A business name must generally be registered with ASIC before you trade under any name other than your own legal name. Its purposes are narrow: