Abbreviated DBA or d/b/a, doing buisness as is a term indicating that the name under which the business or operation is conducted and presented to the world is not the legal name of the legal person (or persons) who actually own it and are responsible for it. This is often used in the case of brand names or franchises.
For consumer protection, many states require a DBA statement be filed.
For example, see Donovan v. RRL Corp., 26 Cal. 4th 261 (2001), where the defendant, RRL Corporation, was a Lexus car dealership doing business as Lexus of Westminster. Thus, a document might refer to the organization as: "RLL Corporation d/b/a Lexus of Westminster."