in theory u could call your self Ian Lancasters Window cleaning service, then it would be up to ian lancaster to take you to court to try and stop you or make you change your name, and then usually if they do make you change it, u can change it to Ian Lancasters Window cleaning service (Burnley) or where every you are from, providing you are using your own name
but he would have to prove that you was damaging his business, by you using his name,
i know because i owned a plumbing company by the name of 24/7 plumbing ltd and found out that some one else was using the name it was something like 24/7 plumbing barrow, in the eyes of the law it was 2 different companys and he never entered my area, or affected my business, so i couldnt stop them using it