Choosing a name

How to choose a name

Some prefer names that describe what you do, while others prefer more abstract or made-up names. Many big companies use abstract names (IKEA, Apple, Rema 1000), while smaller companies within a specific industry and/or with a more defined geographical profile often choose a more descriptive name.
A descriptive name can be advantageous because it is informative and gives a clear association to who and what you are. 

However, a descriptive name can also cause problems. Other people will be entitled to use names that are very similar to yours, and it can become difficult to distinguish your business from those of others. For example, if you register the name Barbershop AS, others will be able to register The Barbershop AS. A descriptive name can be difficult to register as a trademark.

Names that include an industry or place name can also become a limitation if you later wish to expand your business. A name like 'Trondheim Frisør AS' is not well suited if you later want to open salons in Narvik or start selling hair products online.

It is important to consider whether the name supports the identity you want to build and whether it could be confused with others. Before making a decision, you should check whether the domain name is available and ensure that no one else has rights to the name, for example through trademark rights.

Find out whether the name is available

At navnesok.no, you can find out whether the name you want to use is available as a domain name, enterprise name and trademark in a single search. When you are about to register, we suggest you follow this sequence:

1. Register the domain name

2. Register the enterprise name

3. Register any trademark

NAMESEARCH – a collaboration between Norid, Brønnøysund Register Center and the Norwegian Industrial Property Office. Check your name at navnesok.no

Domain name first, then business name

It is often more difficult to find a good domain name which is available than it is to find an enterprise name which is available. Once you have found one or more domain names you want to use, you should register it immediately in order to prevent other people from using it. There are those who follow the announcements of newly registered businesses from the Brønnøysund Register Centre with the purpose of registering domain names that might be relevant. If your newly established business have not secured the domain name first, you may find that there might be additional work and substantial costs associated with securing the domain name that best reflects your business name. Before deciding on a domain name, you should read tips on choosing a trademark name so that you select a name that can be registered as a trademark.

If you choose a business name that is identical to an enterprise already registered in the Register of Business Enterprises, you will have to obtain the consent of the people who own the name and then enclose this consent when you register the enterprise. Thorough preparation will reduce the risk of you having to change your enterprise's name after you have spent time and money establishing a name and logo.

Requirements concerning enterprise names

An enterprise's name must contain at least three letters from the Norwegian alphabet. The name cannot only consist of the name of a country, county or municipality. Certain special laws impose limitations on the right to use particular terms in an enterprise's name. Examples of words that cannot be used freely are bank, savings bank, pharmacy and stock exchange.

Some titles are reserved for individuals and enterprises which possess particular qualifications. Examples of such titles are lawyer, registered auditor and state-authorised auditor, state-authorised estate agent and master.

Marketing name

You may use a different name for your business than its official registered business name. This is often referred to as a marketing name. For example, you may use a marketing name on signs, in logos, or as a domain name. A sole proprietorship with the registered business name 'Per Holm' may, for example, use 'Grillbua' as its public-facing name. However, the official business name must still appear on business documents such as invoices, letters, and websites.

You may choose to register the marketing name as a sub-entity in the Norwegian Register of Business Enterprises, but this is not a requirement.

Registering a marketing name does not give exclusive rights to the name. This means that others may, in principle, use or register the same name. It is therefore important to check whether the name is already in use or registered by others.

Use the service navnesok.no to check whether the name is available as a domain name, business name, and trademark.

Protecting a name

You can protect a name in different ways:

Business name

When you register your business in the Register of Business Enterprises, you obtain a certain level of protection for the business name. For sole proprietorships, this applies to the full name, including the surname.

Trademark

You can also register the name as a trademark. This may give you the exclusive right to use the name for specific goods and services.

This is particularly relevant if:

• you use a marketing name

• the name is important to your business

• you want to prevent others from using a similar name

Changing the business name

Changes to the business name is reported to the Brønnøysund register Centre via the Coordinated Register Notification. If the business is registered in the Register of Business Enterprises, a fee will be charged for the change.