1. the name used by a manufacturer, merchant, service company, farming business, etc., to identify itself individually as a business.
2. a word or phrase used in a trade to designate a business, service, or a particular class of goods, but that is not technically a trademark, either because it is not susceptible of exclusive appropriation as a trademark or because it is not affixed to goods sold in the market.
3. the name by which an article or substance is known to the trade.
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—v.t., -named, -nam•ing.
to designate with or register under a trade name.
Random House Unabridged Dictionary, Copyright © 1997, by Random House, Inc., on Infoplease.