trade name

from The American Heritage® Dictionary of the English Language, 5th Edition.

• noun A name under which a product or service is marketed or under which a business operates.
• noun A trademark.

from The Century Dictionary.

• noun A name invented or adopted as the specific name or designation of some article of commerce.

from the GNU version of the Collaborative International Dictionary of English.

• The name by which an article is called among traders, etc..
• An invented or arbitrary adopted name given by a manufacturer or merchant to an article to distinguish it as produced or sold by him.
• 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.

from Wiktionary, Creative Commons Attribution/Share-Alike License.

• noun A name used to identify a commercial product or service; may or may not be registered as a trademark.
• noun The name under which a business or firm operates.

from WordNet 3.0 Copyright 2006 by Princeton University. All rights reserved.

• noun a name given to a product or service