%trade name%

. 1. (a) 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. (b) An invented or arbitrary adopted name given by a manufacturer or merchant to an article to distinguish it as produced or sold by him. [ 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. ]