For the purposes of this Chapter a "business name" means a name other than—
in the case of an individual, his surname without any addition other than a permitted addition;
in the case of a partnership—
the surnames of all partners who are individuals, and
the corporate names of all partners who are bodies corporate,
without any addition other than a permitted addition.
The following are the permitted additions—
in the case of an individual, his forename or initial;
in the case of a partnership—
the forenames of individual partners or the initials of those forenames, or
where two or more individual partners have the same surname, the addition of "s" at the end of that surname;
in either case, an addition merely indicating that the business is carried on in succession to a former owner of the business.