A
trade name,
trading name, or
business name is a
pseudonym used by companies to perform their business under a name that differs from the registered,
legal name of the business. Trade names are typically used by companies to conduct their operations under a simpler
brand as opposed to using their formal name within all public communications, or when a desired name was not able to be registered by the business operator, or if that business is owned by a separate company, franchisee, or a sole proprietorship. Trade names are also used in
drug nomenclature with specific policies and guidelines for use in academic publications, (for example,
atorvastatin (trade name
Lipitor by
Pfizer)).