trade name

noun3

1. •
   A name used to identify a commercial product or service; may or may not be a registered trademark.
2. •
   The company-specific name for a drug (medication), in contrast with a nonproprietary name such as an INN (international nonproprietary name), USAN (United States adopted name), JAN (Japanese accepted name), and so on.

   • Patients who come to the pharmacy counter may remember the trade name of their prescription but not the nonproprietary name, or vice versa.
3. •
   The name under which a business or firm operates.

   • Their corporation has been doing business under a different trade name in recent years; the terms of service say something about "Acme Incorporated dba Apex Advanced International Systems."