Doing Business As
Doing Business As (often shortened to "d/b/a" or "DBA") is a legal concept whereby a company legally operates under one name but uses a different name for trade purposes.
The concept is popular in the franchise industry. For example, John Jones of Schafly Falls operates a Chick-Fil-A restaurant. His company may be legally known as "John Jones Restaurants LLC" but would operate under the name "John Jones Restaurants LLC d/b/a Chick-Fil-A".