Descriptive brand name: a brand name that clearly describes what it refers to (e.g., a feature, product, service, or organization)
Often contrasted with
Other definitions from around the web
“A company name or trademark which clearly describes the good or service with which it is associated.” – BusinessDictionary
“A mark that directly describes, rather than suggests, a characteristic or quality of the underlying product (e.g. its color, odor, function, dimensions, or ingredients).” – Harvard cyber-law blog
“Uses the most evident words or terms needed to describe a product, service or brand.” – brandchannel
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