Chanda N. Tembo, What is in a Name? Assessing the Limitations in the Conceptualisation of Business Names of Local Small Scale Vending Businesses in Zambia

Abstract

Business names, like brands and trademarks are economic devices that play an instrumental role of differentiating businesses from other businesses in the course of trade.Utilising the doctrinal approach this paper focuseson business names of small scale vending businesses in Zambia and seeks to assess, using the economic theory, the limitations of adopting business names from local languages spoken in Zambia by proprietors of small scale vending businesses that maybe perceived negatively on the strength or ability of the business in the eyes of the general public. This paper argues that in most cases such business names only have utility for the local market and context thus limiting the market power of a business name with regard to expansion beyond community, national and regional boundaries.