It may be registered

• Viagra, for sildenafil
• Teflon, for one
• The mark of a business armed with neat moves
• Exchange handle in Homebase, say
• Ben & Jerry's, e.g
• Business identifier
• Feature of many ads
• Listing in a business registry
• Part of a brand ID

Wiktionary Word definitions in Wiktionary
n. (alternative spelling of trade name English)