 Style guides typically advise consulting an official source for the standard form of the name (as one would do if uncertain about other aspects of the spelling of the name); some tend towards greater prescriptiveness, for or against such an apostrophe.As the case of "" shows, it is not possible to analyze these forms simply as non-possessive plurals, since "women" is the only correct plural form of "woman".Where a business name is based on a family name it should in theory take an apostrophe, but many leave it out (contrast "Sainsbury's" with "Harrods").