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A 'trade name', also known as a 'trading name' or a 'business name', is the name which a business trades under for commercial purposes, although its registered, legal name, used for contracts and other formal situations, may be another.
Pharmaceuticals also have trade names (e.g. "Aspirin"), often dissimilar to their chemical names ("acetylsalicylic acid").
Trading names are sometimes registered as trademarks or are regarded as brands.

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See also

★ Doing business as