Doing Business As

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Noun1.Doing Business As - (law) a name under which a corporation conducts business that is not the legal name of the corporation as shown in its articles of incorporation
name - a language unit by which a person or thing is known; "his name really is George Washington"; "those are two names for the same thing"
law, jurisprudence - the collection of rules imposed by authority; "civilization presupposes respect for the law"; "the great problem for jurisprudence to allow freedom while enforcing order"