generic name

Short definition from Wiktionary

Noun

1. 1
   The first word in a binominal name, which identifies the genus of the lifeform considered.
2. 2
   A nonproprietary name given to a drug that is used to identify it irrespective of trademark.
3. 3
   A similar nonproprietary name for any other product or service, denoting any member of the category.