In principle this is a property right separate and different from trademarks. Most jurisdictions allow companies to register or reserve names for their specific business, i.e., the “James Joyce” for an Irish pub, Hilton for a hotel. However, this registration is typically on a local basis, thus in Japan it is canton-by-canton, in the United States, state-by-state or city-by-city. If not used, the right to the reserved name usually expires after a certain period of time, which varies from place to place. Sometimes referred to as a Trade Name.