As you know there are many "brand names" -- Nike, Sony, HP, Coca-Cola,
Chevrolet, Kodak, etc. We would like to know the requirements and
process to register a new "brand name".

The name we propose is "DePaula". It would deal exclusively with
photographic prints.

It would NOT deal in photographic supplies, films, developers, cameras
or any such other devices or equipment.

So, what is the process and requirements to find out if a name can be
used and then what agency to go through in order to register it
exclusively?

John P.

Hello -

If you choose to rate this answer, please ask for any required
clarification beforehand.  Thanks for your understanding.

What you're looking to do is register a "trade name," which is
slightly different from a trademark.  A trade name refers to the name
of a business entity, whereas a trademark is more concerned with the
goods or services of a business.  You may actually elect to do both.

There is an excellent article on this at Entrepreneur.com:

Protecting Your Business Name (By Carlotta Roberts)
Think you have a clever name for your business? You might want to
double check. Our Start-Up Legal Expert shows you how to find out if
the name you want is available.
http://www.entrepreneur.com/article/0,4621,278267,00.html

Another informative FAQ on the topic is here:

Answers to commonly asked questions about choosing and registering a
successful business name.
Lawsguide.com
http://www.lawsguide.com/mylawyer/guideview.asp?layer=3&article=304

Tradename.com is a company that does consulting and searching for
tradename use.  Rates are broken down by country.  A US search is $30.

Here is their home page:

Tradename
http://www.tradename.com

Here are their rates:

Pricing Information
http://www.tradename.com/fees/index.html



Search strategy:
  protecting "trade name"

Dear jbf777-ga.
Hey, really sorry for not rating you sooner. I had a trip out of town......

You did a GREAT JOB!  My friend has found out that they he needs to
know. We even called one of the companies whose site you listed. By
phone they gave us the whole scoop!!! Thanks ever so much! I
appreciate you and all the other 499 great researchers at
ANSWERS-GOOGLE!
 John P.

Hi John,

Thanks for the rating and comment!  Glad to be of service.

jbf777