Brand name: one or more words used to identify a brand
Other definitions from around the web
“The term ‘brand name’ is quite often used interchangeably with “brand”, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a “brand name” constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services.” – Wikipedia
“A word, name, symbol, etc., especially one legally registered as a trademark, used by a manufacturer or merchant to identify its products distinctively from others of the same type and usually prominently displayed on its goods, in advertising, etc.” – Dictionary.com
“Word(s) that identify not only a product but also its manufacturer or producer, such as Apple, Coca Cola, IBM, Mercedes, Shell, Sony, Toyota.” – BusinessDictionary.com
“A brand name is a name (usually a proper noun) applied by a manufacturer or organization to a particular product or service.” – ThoughtCo
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