Assumed name

An assumed name, also called "operating name" or "trade name", is the name under which a company conducts its business and offers its products or services, distinct from the company's registered legal name.

This name is used for marketing, communication, and differentiation purposes in the market.

The assumed name fulfills several functions and objectives:

1. Identification and Memorability: A well-chosen assumed name can be more easily remembered and identified by customers than the the formal legal name, which may be more formal.

2. Differentiation: An assumed name enables a company to stand out from the competition by creating a unique and recognizable identity in the marketplace.

3. Marketing and positioning: An assumed name can reflect the company's mission, values and positioning. It effectively communicate the company's message to its customers.

4. Flexibility: Contrary to its official legal name, a company may have different assumed names for different products, services or divisions, allowing it to adapt to specific markets.

5. Localization: An assumed name can be adapted to the culture or language of the region of operation, thus facilitating identification by the local audience or public.

6. Avoiding legal confusion: The use of an assumed name distinct from the official legal name avoids legal or administrative confusion.

For example, a company with an official numeric name such as 1234-5678 Québec Inc. could choose to use the assumed name "Les Marchands 1-2-3".