NAME: The Beth Olson Co.

PROS
• Gives the business a personal association with the owner.
• Allows for future expansion into other products or services.
• Usually doesn't require registration.
• Unlikely to be confused with other businesses.

CONS
• Personally identifies the business with the owner, which could prove troublesome if the business fails.
• Doesn't tell potential customers what type of business it is.
• Company's initials could prove to be embarrassing.
• Would not receive as much protection under trademark laws.

NAME: Y2K-9 Sitters

PROS
• Describes the business so that customers are immediately informed of the business's purpose.

CONS
• Trendy names can quickly lose their impact and seem outmoded and untimely.

NAME: Mildred's Milwaukee Millinery

PROS
• Describes the business so that customers are immediately informed of the business's purpose.
• Gives the business a personal touch by associating it with the name of the owner.
• Immediately informs potential customers of the business's location.

CONS
• Limits the potential for future expansion into other clothing and accessories.
• Personally identifies the business with the owner, which could prove troublesome if the business fails.
• Could affect the potential for expansion into other geographic areas.
• "Cute" names don't always work.
• Alliteration in the name can make it a tongue-twister.
• May not receive as much protection under trademark laws.

NAME: United Postal Shippers

PROS
• Describes the business so that customers are immediately informed of the business's purpose.

CONS
• Could create impression that the business is government-related.
• Likely to be confused with major competitor, which could be bad for business and could likely lead to lawsuit.

NAME: Old MacDonald's Restaurant

PROS
• Describes the business so that customers are immediately informed of the business's purpose.

CONS
• Likely to be confused with major competitor, which could be bad for business and could likely lead to lawsuit.

NAME: Kwik-Pix Photos

PROS
• Describes the business so that customers are immediately informed of the business's purpose.
• Creative name is likely to get greater trademark protection.

CONS
• Could be same as or confusingly similar to other business names.

NAME: Materni-Tees

PROS
• Describes the business so that customers are immediately informed of the business's purpose.
• Creative name is likely to get greater trademark protection.

CONS
• Limits the potential for future expansion into other clothing and accessories.

NAME: Tasty Foods

PROS
• Describes the business so that customers are immediately informed of the business's purpose.

CONS
• Ordinary, descriptive names may receive less protection under trademark laws.