OK... so after reading a few forums, I worked it out. I created a new AppleID (not real happy about that) with a NEW email address. The first name in my AppleID profile is my new email ID and the last name in the Apple ID profile is the email suffix, including the @ symbol. So now my AppleID firstname / last name combination matches my email address. For example, NEW email address is bobsmith@domain.com. When creating NEW Apple ID, I created the first name in the profile as bobsmith and made the last name @domain.com.
This worked straight away. Not a real good show from Apple really.