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When a person enters into a business relationship, particularly with family members, friends and acquaintances, the use of legal contracts is often perceived as a sign of mistrust. It does not have to be that way.
“A rose by any other name would smell as sweet,” the Bard of Avon wrote, memorably. But it is not a spirit that is widely imbibed in the world of business. The easier thing is to simply copy the name, or, shall we say, brand. Just what is the importance of a business name?