The secondary or Tradestyle name of the establishment, if one is used. D.B.A. "Doing Business As"
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You may own a McDonald's franchise. The name of your company or business is McDonald's. You do however give it a specific name because it is YOURS and not McDonald's. You may call it Smith Enterprises or something. This is the tradestyle name. It is a name that your company uses other than the common name.
Trade Style Definition
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What is a tradestyle name?