trade name

the name used by a manufacturer, merchant, service company, farming business, etc., to identify itself individually as a business.
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.
the name by which an article or substance is known to the trade.

1860–65 Unabridged


verb (used with object), trade-named, trade-naming.
to designate with or register under a trade name.



doing business as.
Also, dba, d.b.a., d/b/a.

DBA often precedes the name under which a business operates that is not the legal name of the owner of the business, but a name sometimes called a fictitious name or trade name. Unabridged
Based on the Random House Dictionary, © Random House, Inc. 2014.
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World English Dictionary
trade name
1.  the name used by a trade to refer to a commodity, service, etc
2.  the name under which a commercial enterprise operates in business

Collins English Dictionary - Complete & Unabridged 10th Edition
2009 © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins
Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009
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American Heritage
Abbreviations & Acronyms
Doctor of Business Administration
The American Heritage® Abbreviations Dictionary, Third Edition
Copyright © 2005 by Houghton Mifflin Company.
Published by Houghton Mifflin Company. All rights reserved.
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Example sentences
If the trade name differs from the common name, it is given in parentheses.
Trade name registrations are good for five years and trademark registrations last for ten years.
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