When a new business is adopting a mark that will serve as the source identifier for their goods or services, a common option chosen is the surname of one of the company's principals. Often, the thought is that using a particular person's surname as a brand name will help create a correlation in the minds of consumers between the products or services offered and the person offering them. However, there are certain limitations with respect to obtaining a trade mark registration for a mark that consists solely of a person's name that a company should bear in mind when choosing to adopt their personal name as a brand name.