coined name

noun1

1. •
   A newly invented word used as the name of an ingredient, product, or brand. For example, the use of "Kreme" for non-dairy cream-like products.

   • The coined name, too, should be easy to pronounce and easy to spell. It should not be grotesque or in any way displeasing. Possibly the name "Mak-Mor Sales Company" can be criticised on this score. — 2008