BUSINESS NAME AND BUSINESS REPUTATION – USE AND ABUSE

Abstract

The paper explains the concept and importance of the business name and business reputation of the company. These two elements represent the most significant element of individualization of a company, by which the public and other companies are recognized in legal transactions and on the market. We analyzed and presented data from the official documents of the Republic Statistical Office and the judicial institutions of the Republic of Serbia. The results of the research related to the unauthorized use of someone else's business name and damage to the business reputation of the company on the territory of the Republic of Serbia in the period from 2011 to 2020. We also analyzed the available data in order to discover the "loss of crime" in the group of crimes that have the economy as the object of protection. The purpose of this paper is a causal analysis of crimes against the economy in the territory of the Republic of Serbia with the aim of discovering causal relationships and links between the number of reported, accused and convicted persons for these crimes, in order to determine the degree of "crime loss" and to undertake systemic measures to reduce this loss on a reasonable measure, in accordance with the standards of developed countries.