- A name used to identify a commercial product or service, which may or may not be registered as a trademark. Also called brand name. (noun)
- The name by which a commodity, service, or process is known to the trade. (noun)
- The name under which a business firm operates. (noun)
American Heritage(R) Dictionary of the English Language, Fifth Edition. Copyright (c) 2011 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.