A registered alternate name a business can use to operate publicly, different from its legal entity name.
What is an Assumed Name (“Doing Business As”)?
An Assumed Name, often referred to as a DBA (“Doing Business As”), is a name a business uses publicly that is different from its official, registered legal name. For example, a company legally named “Bright Horizon Enterprises LLC” may register a DBA to operate under a more market-friendly name like “Bright Horizon Media.” Alternatively, it may choose a completely different brand identity, such as “Bluejeans,” as long as that name is available and registered properly.
A DBA does not create a new legal entity or change the business’s legal structure. It’s simply an alias for marketing or operational purposes. DBAs are commonly used by businesses that want to launch new product lines, operate in different regions, or present a more accessible or industry-appropriate name to customers. Registration is typically done at the state or county level, depending on local requirements, and may need to be renewed periodically. Even though it’s not a legal entity, failing to register a DBA when required can lead to fines or restrictions on doing business under that name.
