brand name

brand name definition - business

brand name

The commercial name for a concept, product, or service that a company wishes to differentiate from similar offerings of competitors. A brand name can apply to a single product or a line of products. Cheerios is a brand name, although the cereal is manufactured in several variations. The cholesterol drug Lipitor is Pfizer's brand name for atorvastatin.

The American Heritage® Dictionary of Business Terms Copyright © 2009 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.

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