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What's in a name? The answer is, an awful lot. Heinz might not be the company it is today had it launched ‘Pre-cooked haricot beans in a sweet tomato sauce', and sales for ‘Fermented hop juice' would probably be slow, too. In short, the importance of finding, registering and protecting a good name cannot be overstated. 1. Be distinctive Descriptive names are difficult to protect and expensive to enforce against others. If you choose a name that describes your goods, or the nature of your business, you may find that you can do very little to stop your competitors from using