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I call him Lyon, since that's what he is in the anime plus in the English manga. And, for once, the names given in the English manga are correct. It's a matter of the Katakana available.
So pretty much there are good guilds and bad guilds. Arceus has summoned you onto the Pokemon Region to try to rid of the bad /insert better name for the 'bad' guilds here/ guilds, and the person behind all of 'em. But of course, there are characters who would rather choose a bad guild than a good guild, so obviously in the storyline there would prolly be something along the lines of 'Would you help Arceus and the /insert good guild names' here/, or would you join the /bad/ guilds?
And the good guilds can have certain names Fairy Tail, Lamia Scale, Blue Pegasus, Cait Shelter and so can the bad guilds Eisenwald, Phantom Lord, Oración Seis, *something* Mummy, etc.