First Principles of Business Law

3. Business Names

3.1. Case study

In 2002, Edward Delgardo completed his plumbing apprenticeship and became a qualified plumber. He then worked as an employee of a plumbing company for six years before starting his own plumbing business. He is operating the business as a sole trader. Edward is married with two small children. He and his wife live in a house that Edward inherited from his deceased parents. The house is worth $350,000.

New facts: Edward is thinking about what name to give his business. He is thinking about using his own name, or perhaps some other name that indicates that the business provides plumbing services. But Edward wants to know what is involved in making the choice.