trade name

Short definition from Wiktionary

Noun

1. 1
   A name used to identify a commercial product or service; may or may not be a registered trademark.
2. 2
   A name used to identify a commercial product or service; may or may not be a registered trademark: 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.
3. 3
   The name under which a business or firm operates.