You probably want a trademark, not a copyright. You should look at live wire's site above to see the flip side of this which is the advantages of trading under your name. Basically that you are the brand and the product that is really for sale. There is a related idea that if you drive the name you can push more stuff through that tube once you have some recognition that you can through a name other than one's own. Amazon is an example of that philosophy though with the edgy name. But some small business types feel that on a smaller scale they can get further with a personal name than a flash one. Like one's doctor is in business with his name vs. each one coming up with something like Healthsystics.