In the field of business, there is no single way through which a commercial name or a single pattern for brand names is chosen. However, there are researchers who believe that choosing an easy and short commercial name helps in its spread and establishment in the minds of people, while others believe that using the commercial name to describe the nature of the brand reduces the marketing efforts for this brand. The methods of naming are not limited to these two examples; rather, other views, experiences, and perspectives have multiplied.

This confirms that choosing an appropriate commercial name is important and crucial, as this element stands out among other elements of the commercial identity for its permanence and continuity. Therefore, it must be chosen with focus and care. Furthermore, it is the step that follows defining the features of your brand, and choosing an appropriate and smart commercial name may help reflect what the brand represents and contribute to building its reputation, uniqueness, and distinction from competitors. Below are some points and traits that can be taken into consideration when choosing a successful commercial name: 

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• How to choose a commercial name

1. Identifying the core of the brand

     Choose the name that clarifies the core of your brand by defining the vision, mission of the brand, and the concept you wish to communicate to customers. Do you want to deliver a certain message or reinforce a specific value? You may also want the name to be more flexible in the future if you decide to expand your business field.

2. Simplicity and ease

     One of the effective ways when choosing a commercial name is choosing a short name that is easy to remember and pronounce. It is also preferable to be simple and uncomplicated so that customers can easily memorize, share, and expand its reach.

3. Originality and uniqueness

     The importance of choosing a commercial name for the brand that is unique and distinctive in the competitive market will leave the customer with the impression that behind this brand is a creative and innovative company. To achieve this, it is not recommended to use common names or imitate similar brands. You can explore terms relevant to your business and innovative phrases that reflect your vision and distinguish you from others by taking your time, researching, and looking at the characteristics of choosing a commercial name and a successful trade name.

4. Evaluation 

     Before making the final decision on choosing a commercial name, test the nominee name and check the availability of the matching domain name, and test the reactions from different perspectives, including potential customers; this will help you determine the effectiveness and impact of the name.

5. Registration and protection

     Before confirming the brand name, make sure of the name availability and free of registered ownership rights so that it does not infringe the intellectual property rights of another brand. You can check the registration of similar trade names and seek legal consultation to ensure that your trade name is not in violation of any laws or legal restrictions.

6. Ease of pronunciation and writing

     It is best if the name is easy to pronounce and write, so that customers can search for it and share it with others easily. It is recommended to avoid using complex words or unfamiliar spelling.

7. Innovation and impact

     Words or phrases that reflect quality, credibility, and innovation can be used to attract customers and spark their interest. In order for the name to have a strong impact, it must be innovative and catchy.

8. Globalization

     If you intend to expand your business into international markets, the name must be adaptable and understandable across different cultures and languages. Therefore, avoid using words or expressions that could be offensive or inappropriate in different cultures.

9. Flexibility 

     You must take into consideration the developments of your business and how well the name will fit them in the long term, so that the name is capable of growing and keeping pace with future changes without the need to modify it significantly.

• Examples of local commercial names

First: Deffah Bookstore

    It is a local online store specialized in selling books related to various fields of knowledge: philosophy, literature, art, science, and novels, in addition to its interest in providing heritage and ancient books. The philosophy of the visual brand identity "logo" adopts the image of the camel to simulate the values and foundations of the brand in terms of authenticity, uniqueness, and comprehensiveness. The name "Deffah" (Bank/Shore) was chosen for the camel to move and travel between the shores of various knowledges. (Check out the Deffah Bookstore on the Mahally app).

Second: Kanakah Store

     In choosing the name "Kanakah," we notice that it is a name that symbolizes the nature of the commercial business activity, which is roasting and preparing coffee. This method increases the credibility of the brand and enhances customers' trust in it, as the literal meaning of the name Kanakah is: a coffee-making tool. (For more, you can check the Kanakah store via the Mahally app).

     In the end, you must make a thoughtful and logical decision about choosing a commercial name that reflects your brand identity and attracts targeted customers. You should do the necessary research and consult marketing experts and consultants to help make the process of choosing a commercial name well-thought-out and built on solid foundations to enhance your business success and distinction in the business market.

• What is the difference between a trade name and a trademark?

     Steve McNamara defined the brand as: "The sum of all feelings, thoughts, and definitions—positive or negative—that the target audience feels about a company, product, or service."

     While the Ministry of Commerce defined the trade name as: "It is the name used by a commercial project for commercial purposes, which is legally registered and used in contracts and official situations."

     Trade name and trademark are both concepts related to business. Although they refer to different aspects of each other, sometimes the trade name may be used to refer to the trademark and vice versa. Here are important points to distinguish between them:

1. Trade Name

- A trade name is the name used to identify and distinguish a company or business from other businesses.

- The trade name is one of the elements of the commercial identity of the company or business and contributes to building its reputation and recognition, as well as expressing the legal status of the company or business.

- It is usually used to refer to the business entity, including corporations, sole proprietorships, joint-stock companies, limited companies, non-profit companies, and other institutions.

- The trade name may consist of the founder's name or a word or phrase that expresses the business activity, and it may be chosen based on factors related to marketing, distinction, and ease of reference.

2. Trademark

- Trademark refers to the brand as a distinctive element used to represent the product or service and distinguish it from competitors' products or services in the market.

- A trademark is considered a symbol, logo, trade name, design, or any other element that may be unique and distinctive to the company or a specific product.

- A trademark is registered in order to protect the intellectual property rights of its owner and prevent others from using it. It is considered a legal means to confirm the owner's rights to the trademark and prevent counterfeiting or unauthorized use.

3. The relationship between them:

- The trade name can be part of the trademark, as the trade name can be the component part of the trademark. As in the previous example, "Kanakah Store" is the trade name, and the distinctive logo is the name of the company and represents the trademark.

- A trademark usually has more specific, distinctive dimensions and legal protection than a trade name, with a focus on visual and well-known symbols of the company or product.

- A trademark can change over time as the company evolves, while the trade name can remain fixed.

     In short, a trade name refers to the name carried by the business and used to distinguish it from others, while a trademark refers to the distinctive element used to represent the product or service, distinguish it from competitors, and protect intellectual property rights, where the trade name is considered part of the overall commercial identity of the company or business, while the trademark focuses on the distinctive visual elements or words that distinguish the product or service.

• What are the steps to register a trade name in the Kingdom of Saudi Arabia?

     Below is an overview of some laws and procedures that must be followed to register a trade name in the Kingdom of Saudi Arabia:

1.  Issuance of a commercial registration for the company: When registering, a commercial registration is required as a prerequisite, and it can be issued through the entity responsible for registering companies in the Kingdom, which is the Ministry of Commerce and Investment. This means that registering a trade name is a subsequent step after issuing the commercial registration.

2.  Choosing a trade name: When choosing a trade name, care must taken that it is not duplicated and not similar to the trade names registered in the Kingdom. The availability of trade names can also be checked through the website of the Ministry of Commerce and Investment.

3.  Submitting the registration request: The registration request is submitted through the platform of the Ministry of Commerce and Investment. There are specific requirements and information to register the name, such as: writing the company name, company activity, head office, details of shareholders or officers, and other information related to the company.

4.  Paying the fees: You will incur registration fees to submit the registration request, so these fees must be paid in accordance with the law and instructions issued by the Ministry.

5.  Reviewing the request and approval: After submitting the request and paying the fees, the Ministry of Commerce and Investment will review the request, and if the trade name is approved, you can obtain a trade name registration certificate.

6.  Registering the trade name with the municipality: After obtaining the trade name registration certificate, it must be registered with the municipality. This verified step allows you to practice commercial business using the registered trade name.

      It is worth noting that the above is just an overview of the basic procedures for registering a trade name in the Kingdom of Saudi Arabia, and the detailed laws and procedures to extract a commercial registration may differ according to the individual case and the type of company to be established.

     Finally.. 

     After choosing a trade name, forming a brand identity, and starting the company's business, there are several countless steps and tips that can be taken to ensure the success and continuous development of the brand. We will recommend one of the most important reasons for rapid company growth and development, which is building and developing a network of customers. Opening an online store will provide you with many opportunities to sell your products in an unlimited number of geographical locations. To create a store, use the Salla e-commerce platform.