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The College of Service Business , Sokolac - Istočno Sarajev , Bosnia and Herzegovina
Vojvodjanska banka , Novi Sad , Serbia
Business School of Vocational Studies , Novi Sad , Serbia
The paper analyzes the business name that is important in the conditions of a market economy for its recognition on the market by other entities. The paper presents the definition, elements, language and principles, changes and transfers of the business name. During the study of this institute, a comparative legal and normative method was used, the analysis of the regulations governing the business name issue in the countries that originated from the former republics of the SFRJ. At the end of the work, an appropriate conclusion was given, emphasizing the importance of the business name in legal transactions, and it was stated that the field of business name is well regulated in all countries that originated from the former republics of the SFRJ. In this regard, Slovenia and Croatia are leaders, whose legislation is in line with EU regulations, whose members also apply several EU conventions regulating this field. The small differences that exist in terminology and regulations governing the business name do not constitute an obstacle to the understanding and application of this institute. Nevertheless, there is a great opportunity to continue to improve the regulations related to the business name in the field in line with modern trends and achievements in the countries of the most developed market economies of the Council.
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