This document looks at the thinking behind what you call your business. Branding and marketing is critical in business and much of that stems from what the company's name is. You want a name which speaks and connects to people and established an identity as opposed to simply being a name. The document also addresses the issue of trademarking which is relevant once you settle on a name. It also goes through all the steps you need to follow to ensure you do not take an existing name nor allow anyone to take yours.