Exchange handle in Homebase, say

• Tylenol or Viagra, for example
• Feature of many ads
• Ben & Jerry's, e.g
• Business identifier
• Brand new head of abattoir stopping production of red meat
• Corporation's ID
• Business appellation
• Listing in a business registry
• Teflon, for one

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