Doing Business As (DBA)

Doing Business As (DBA) refers to the practice of operating a business under a trade name different from its registered legal name. It allows companies or sole proprietors to market their products and services using a more customer-friendly, descriptive, or regionally targeted brand identity without forming a new legal entity.

DBAs are commonly used for:

• Brand differentiation within a parent company’s portfolio.

• Local market adaptations.

• Sole proprietors who want to operate under a business name rather than their personal name.

In most jurisdictions, including the UAE, registering a DBA (sometimes called a trade name registration) is a regulatory requirement to ensure business transparency and consumer protection.