Yes, you do. However, once a publisher is assigned to an ISBN it can't be reassigned.
When using an ISBN purchased from us, BookBaby will appear as the publisher at online stores.
BookBaby has to show as the publisher on any books we distribute. This is because the retailers systems are build around the publisher. When BookBaby is listed as the publisher the retailers know that our service level agreement with them applies to a title. This means that the retailer understands the business rules that are in place and knows to order books from us, pay us according to our contracts and escalate any data issues to us for resolution.
For more information, please go to www.bowker.com.