\Trade name\
1.
   (a) The name by which an article is called among traders,
       etc.; as, tin spirits is a common trade name in the
       dyeing industry for various solutions of tin salts.
   (b) An invented or arbitrary adopted name given by a
       manufacturer or merchant to an article to distinguish
       it as produced or sold by him.

2. The name or style under which a concern or firm does
   business. This name becomes a part of the good will of a
   business; it is not protected by the registration acts,
   but a qualified common-law protection against its misuse
   exists, analogous to that existing in the case of
   trade-marks.