A business name is the name under which a business operates. Its function is to allow others to identify the business.
Unlike a trade mark, a business name registration does not give you a proprietary right. This means that if your business name infringes another party’s trade mark, they could force you to change your business name.
Furthermore, the mere registration of your business name does not prevent others from copying it. To ensure exclusive proprietary rights your business name needs to be registered as a trade mark.