Use Popular Product Name in Business Name/ Domain

Business names and domain names are a tricky thing. The time you put in making decision about this is important because it will affect everything that you do from here on out. Do not forget that it is the first thing that customers encounter, so it needs to be relevant, interesting and appropriate. It needs to be relevant enough to be easily identified with your product; it needs to be interesting enough to capture attention and solicit curiosity; and it needs to be appropriate enough to the image and brand you are thinking of establishing.

As it is a business of names, some people think of adapting “common names” or existing brand names for their own. Like in the case of a business selling toy cars, such as Matchbox, they could consider taking the name of the popular brand and call their own company: Matchbox Heaven. It is original, in the sense that there is no other company under the same name, yet it is familiar enough so customers who are thinking to buy Matchbox will understand that they are in the right place.

Will the business owner have issues with this? The following things have to be looked into:

1. Is the name trademarked? If the term “Matchbox” is indeed trademarked, you need to find out the boundaries of said trademark before proceeding with your endeavour. Carelessly pushing forward with this can endanger your business if the business decides to come after you, in the future.
2. Ask permission. If the name is trademarked and you are quite decided on going forward, you can boldly obtain permission from the company. You can make arrangements to deal with the company, directly. You can buy your supplies from them so they make business with you—that way you become a qualified dealer or distributor.
3. Play with words. If you are pretty determined about applying the brand name, you can make an elaborate play with the words by initially starting smaller unrelated companies with the name Matchbox, such as Matchbox Web Design or Matchbox Toilet Supplies and go from there. Unless the trademark that Matchbox established is quite extensive, you should be able to work around this, claiming that your “matchbox selling company” is a subsidiary of your existing company.

Shortcuts are good and they are employed on a day-to-day basis in business. Sometimes it is a good idea but they will often prove quite damaging if you are not careful. Playing on the popularity of a brand will seem like a good idea at the first look, but it is “cheating” and “stealing” in theory. As a business owner, you need to be more responsible and you need to employ strategic but legitimate actions, and avoid cutting corners.