Η registration of a name is one of the most important steps in ensuring the brand identity of a business. The name of a company, product or service is instantly recognisable by the public and plays a key role in brand image. If it is not properly registered, there is a risk of it being used by other businesses, which can lead to legal disputes or loss of brand value.
In this guide, we will analyse:
- The difference between registering a name and a trademark.
- The process of registering a brand name.
- The legal rights conferred by the registration.
- How to protect yourself from tampering and counterfeiting.
Difference between name and trade mark
Many people confuse the registration of a name with the trademark registration. Although they are linked, they are two different legal procedures.
Registration of a name
The name is the name of a business registered in state registers (e.g. GEMI in Greece). It grants rights of use in a specific legal context, but does not protect the trade mark at the branding level.
Trademark registration
The trademark protect the logo, name or slogan of a business as a distinctive feature of its products or services. Provides exclusive rights of use and prevents its use by competitors in similar categories.
When to register a name and when to register a trademark
✅ Registration of a name: If you want to formally register your business and acquire legal status.
✅ Trademark registration: If you want to protect your name, logo or slogan from being copied.
✅ Both: If you want full legal protection for your brand at all levels.
Branding procedure
The procedure for registering a name depends on the legal form of the company and its field of activity.
1. Check availability
Before proceeding with the registration, it is important to check if the name you want to use is available.
📌 Check in the General Commercial Register (GEMI) for businesses in Greece.
📌 Check on trademark databases (OBI, EUIPO) to ensure that there is no registered trademark with the same name.
📌 Domain name check if you want to secure your online presence.
2. Submission of an application for registration
The application for registration of a name is made to the competent authorities depending on the type of business:
📌 Individual businesses: Registration with the Chamber of Commerce and the General Registry of Commerce and Industry.
📌 Companies (LLC, EU, IKE, SA, EPE): Registration in the General Register of Commerce through the One-Stop Service (OSS).
The process takes a few days and once approved, the name officially becomes the legal identity of the business.
How to protect your brand
Even if you have registered a brand name, it does not mean that it is fully protected from third party use. To avoid legal disputes and losses, follow the steps below:
1. Trademark registration
If you want full legal protection, register the name as trademark via:
📌 Industrial Property Organisation (OBI) for protection in Greece.
📌 EUIPO for protection in 27 countries of the European Union.
📌 WIPO for international registration in 120+ countries.
2. Monitoring violations
📌 Check the databases regularly for new businesses with similar names.
📌 Monitor social media and online platforms for businesses that may use your name without permission.
📌 Use brand monitoring tools to receive notifications when new entries are made.
3. Taking legal action
If someone is using your name illegally, you can take legal action through:
📌 Submission of an objection in the GEMI if it is another Greek company.
📌 cease & desist letter if you discover a breach by a third party.
📌 Legal education in case of serious breach or financial loss.
Consequences of failure to register a name
Failure to register a brand name can lead to serious problems, such as:
❌ Loss of the brand name if someone else registers the same name as a trademark.
❌ Legal disputes with undertakings of a similar name.
❌ Difficulty in creating a strong brand identity without legal protection.
❌ Need for a name change following a complaint, which may cause financial loss.
What DARC Advertising can do for you
Proper branding and brand protection is vital to the security of your brand. With the right strategy, you ensure that your business remains unique and competitive in the marketplace.
