trade name(n = noun.communication) brand, brand name, marque - a name given to a product or service;
is a kind of name
has particulars: label, recording label

1.  The name by which an article is called among traders, etc.; as, tin spirits is a common trade name in the dyeing industry for various solutions of tin salts. [Webster 1913 Suppl.]

2.  The name or style under which a concern or firm does business. This name becomes a part of the good will of a business; it is not protected by the registration acts, but a qualified common-law protection against its misuse exists, analogous to that existing in the case of trade-marks. [Webster 1913 Suppl.]

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