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A company or a business is a legal entity, other than a natural person which often has similar rights in law as a person. Each business should have a uniq name and undergoes a registration process with the local governing body. This registration process for the name requires you to file fees at the registration office and go follow certain regulations pertaining to naming rules, check availibilty of the names, the name being unique etc. After the name is approved the business can then go ahead and start the advertising, print their letterheads, business cards and register their trademark is any with the governing authorities.
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