[Question] Using "trading as" name other than the registered name

[Rese]

Hello,

Are you still allowed to "trade as" under another name other than the name registered with CIPC?

I have received several contradictory advice on this issue from various Accountants / CA's and hope that some light will be shed on this subject here in The Forum. I do not want to provide incorrect information to my clients thus need assistance herein.


Thanks
Rese

[Dave A]

This thread teased out the position as of 2016. Not sure if there have been any changes since.

EDIT: A 2019 update. Essentially no change...

[Rese]

Thanks Dave, much appreciated.

[makaula A]

Good afternoon in this platform.

Please assist me in this question.
I have registered an entity with CIPC and i hear that i cannot use the name i have registered with CIPC as the trading name. How true is this?
And another question is, if i give the entity a trading name, what do i do, do i just give it the name that i come up with or i have to follow a certain channel or procedure to be able to use that trading name?

[Andromeda]

Good afternoon in this platform.

Please assist me in this question.
I have registered an entity with CIPC and i hear that i cannot use the name i have registered with CIPC as the trading name. How true is this?

That's not true, unless you copied some foreign name and they take issue with you.

Your second question ... that's correct.

[Blurock]

Good afternoon in this platform.

Please assist me in this question.
I have registered an entity with CIPC and i hear that i cannot use the name i have registered with CIPC as the trading name. How true is this?
And another question is, if i give the entity a trading name, what do i do, do i just give it the name that i come up with or i have to follow a certain channel or procedure to be able to use that trading name?

It is true as there can be conflict when names are copied or sound alike. As an example JPPM Cashflows had to be changed on demand from JPMorgan as it could have been construed as being part of the JP Morgan Group. You can also not use a generic name such as water etc.

When choosing a name, make it unique and do not copy famous brands, TV shows or names of famous people etc. Rather use your own name, the name of your product or service. E.g. Vusi's Plumbers, or Mathuba Ice Cream etc.

[Derlyn]

Blurock is spot on. Using your own name has zero disadvantages.

Google the following:

Ronnies Motors
Bennies Welding Works
Don's Delivery Services.

They have 2 things in common.
The owners used their first names.
They are very successfull businesses.

There are many more.