trade-name

verb (used with object), trade-named, trade-nam·ing.

1. to designate with or register under a trade name.

noun

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.

1. doing business as.

noun

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