While ranitb's solution will work, you're going to run into problems doing the similarity check based only on the leading word or even a couple of words. There will also be times where associations will not have any words to match at all. My recommendation would be that you create a table of actual company names in your database along with a column of aliases that you'd like to match on. It's not the easy way but it is the right way.
--Jeff Moden
Change is inevitable... Change for the better is not.