What is in a name? For some businesses, much rests on the business’s name. Marketing, branding and networking can all rely on a business name. A new or existing business needs to ensure that if it chooses to market itself and its products using a certain name, that first, it is not infringing on another’s trademark, and second, that it can enforce its use of a word or business name if another business begins to market its products under a same or similar name.