TRADE NAME - The name used by a company to describe and distinguish its brand of a generic product. Kleenex is a trade name for a brand of tissue; Xerox, a single brand of copier.
Trade name The name under which a company operates. Trade stimulants Sales promotions directed toward retailers and distributors that are designed to motivate them both and increase sales.
Trade name: is the legal name of an organization, which may or may not relate directly to the branding of its products e.g. Procter and Gamble-do not display the company name, although it is shown on the back or side of the pack-Persil, Surf.
The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Library could be considered a trade name.
 See also: Reach, Target, Service, Vision, Good
  
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