Noel Kim 07 Feb 2017
A final uphill path at the corner of the road leading from Seodaemun District in Seoul to Ujeongbu is called Miari Hill. As a result of the Korean war, there were many killed in battle between the South Korean and the North Korean national armed forces at that time and thereby the entire hill was covered with blood, which became the background story of a song called “Heartbreaking Miari Hill”.
In the past, the Miari Hill could be easily seen through the signboards of the Astrologer and Psychics at the both sides of the road when walking along the Dongsomun Road from the entrance of the Sungshin Women’s University. Usually, there were many fortune telling houses which used Taro-readings, the Five Elements or even supernatural powers to tell fortunes and destiny of human-beings, and one of them was a shop which helped with naming of a newborn baby or a company to flourish.
Although the times have changed and many fortune telling houses at the Miari Hill have consigned to memory thereby, many people still use the naming services online. Published in 1991 by the writer, WooRam Lee, the book titled “Who has a right to give names?” introduces that one’s destiny is shaped according to a high-level of sound energy of the names we commonly call each other. Although it is hard to ascertain whether proven scientifically, naming a person’s name, which is to be used in the rest of one’s life, is inconsequential in all ages.
Even for start-up businessmen or those who launch their new goods or services in the market for the first time, naming can be concerning. In business world, a name becomes a front, a name card, an advertisement and a product cover for a company. Also, it becomes a first sound to be heard when it becomes the face of a company and someone calls up. If the company’s name is unremarkable, it would hard for it to differentiate itself from the other competitors in the same industry. Especially, it is hard to remember when it is hard to pronounce. A name which is visible, easy to pronounce as well as related to goods or service of a company would be the best. In addition, it would be even better if the name pertains the business founder’s vision and values.
Although it is up to individuals to choose any visually aesthetic logo or a general noun or combine with the name of a local district, it is to be noted that there are legal duty and obligations when using a name for a commercial purpose.
Many people are often confused with the conceptual differences among a company name, a business name, and a trade mark. All of these have legally different meanings and the governing laws are also all varying. For instance, according to the Business Names Registration Act 2011 (Cth), any entity doing business without registering its business name in Australia would be fined up to maximum $ 3300. However, there would be an exception to that if the entity is a sole trader using his own name or an incorporated body using its company name. One thing to note is that there would be no automatic legal right as to the business name even if registered. That is, it would be difficult for a company to prevent the other competitors from using the same or similar to its registered business name. Thus, in order to prevent this, a company should register its business name as a trade mark. Conversely, if another competitor providing the same types of goods and service as the company has already registered the company’s business name as its trademark, the company could be sued for trade infringement according to the Trade Marks Act 1995 (Cth) when continuing to use the business name. Also, it can be punished in public interest under the Australian Consumer Law when fabricating a county of origin in its label, misrepresenting the source of goods, misleading or deceiving its consumers.
There have been some clients who initially thought there would be no problems as long as they register their business names at the ASIC but ended up coming for help when receiving warning letters one day after operating their business over time. They must be distressed for having to change their business names overnight after using them for a few months or even years. Although it is important for a company to use a nice-looking business name, it is highly recommended for the company to ensure not to be involved in any legal conflicts by undertaking a thorough preliminary investigation and registering its business name as a trade mark if possible.