# Using another company's name in your name?

**URL:** <https://boards.straightdope.com/t/using-another-companys-name-in-your-name/336327>\
**Category:** Factual Questions\
**Created:** [December 19, 2005, 7:13pm UTC](https://boards.straightdope.com/t/using-another-companys-name-in-your-name/336327 "2005-12-19T19:13:12Z")\
**Posts on this page:** 3\
**Page:** 1

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**Author:** ![LilyoftheValley](https://avatars.discourse-cdn.com/v4/letter/l/54ee81/32.png) [@LilyoftheValley](https://boards.straightdope.com/u/LilyoftheValley)\
**Post date:** [December 19, 2005, 7:13pm UTC](https://boards.straightdope.com/t/using-another-companys-name-in-your-name/336327/1 "2005-12-19T19:13:12Z")

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Is it legal to use another company’s name in your name? I’ve seen side-of-the-road ads everywhere for a new business nearby called “I Sold It on eBay!” It surprised me that they were able to use the name eBay. What are the limitations on this? Am I allowed to name my store after any trademarked product name as long as I sell it (“Lily’s Coca-Cola Stand”? “Trojan Emergency Qwik-Stop”?)?

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**Author:** ![JerH](https://avatars.discourse-cdn.com/v4/letter/j/bb73d2/32.png) [@JerH](https://boards.straightdope.com/u/JerH)\
**Post date:** [December 19, 2005, 8:44pm UTC](https://boards.straightdope.com/t/using-another-companys-name-in-your-name/336327/2 "2005-12-19T20:44:39Z")

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In general, they’d have to have the permission of the company in question (Ebay, Coke, etc). While trademarks are generally applicable only for particular industries (internet sales, in your example) you can’t pick a name with the intention of capitalizing on another company’s name or reputation, because it is considered a dilution of the value of their name.

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**Author:** ![Gary\_Robson](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/gary_robson/32/3448_2.png) [@Gary\_Robson](https://boards.straightdope.com/u/Gary_Robson)\
**Post date:** [December 19, 2005, 10:14pm UTC](https://boards.straightdope.com/t/using-another-companys-name-in-your-name/336327/3 "2005-12-19T22:14:06Z")

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(I am not a lawyer and this is not legal advice)

If you are a reseller (e.g., “Joe’s Coca-Cola Stand”), then it’s acceptable because it’s basically free advertising for Coca-Cola and it’s helping to sell their products.

If you are a franchisee (e.g., “Joe’s Ace Hardware”), then rules for using their name as part of yours are spelled out in the franchise agreement.

If there’s any chance of confusion (e.g., “Kal’s Koka-Kola”), their lawyers will shut you down so fast it will make your head spin.

Then there’s a big gray area for partial name use or parody use (e.g., “The Other Sam’s Club” or “The ‘Not Just Radio’ Shack” or “Better Than Burger King”).