Continuation of Business Name

The continuation of a business name under § 22 HGB allows a purchaser to continue using the established company name of a business despite a change in ownership. Whether through a business sale, gift, or inheritance, if the business operations remain identical, the previous company name may continue, securing valuable goodwill and maintaining customer trust. A prerequisite is a clear succession addition (e.g., 'Owner Max Mustermann' or 'GmbH, formerly Müller') in the commercial register, unless the new legal form already discloses the change. This designation protects against deception and strengthens creditor protection, as the successor is liable for all existing obligations. Therefore, the continuation of a business name is a central tool in business succession, preserving brand identity, market presence, and SEO ranking. By continuing the business name, a successor avoids costly rebranding, benefits from existing ranking signals, and saves on marketing efforts. At the same time, commercial register registration, information obligations, and publicity effects must be observed to avoid legal conflicts. Thus, the continuation of a business name is a strategic advantage for successors aiming for a seamless transfer of their business while effectively combining legal certainty, reputation, and customer loyalty.

Entries on the continuation of a business name in the commercial register indicate that a company is continued under the same name after a change of owner or partner. Through the API, these entries can be read in the history, allowing users to clearly trace ownership changes, liability continuation, and goodwill transfer despite the unchanged company name.