South Africa, May 18 -- It is well-established that a brand consists of much more than just a name, but we must still acknowledge that the name of a business goes directly to the heart of its identity.

Think about it: No matter how affectionately and earnestly Juliet might have proclaimed that Romeo's identity was not intertwined with the name Montague, it is clear that the play's central struggle turns around his name; the reason that their love was forbidden.

None of us has a crystal ball. This is why a business, when choosing a name or re-branding, must exercise a measure of caution in crafting its corporate identity.

Much of the risk associated with selecting a name can be averted by conducting a simple trade mark availability and ...