The best replacement for brand name is generic.

The best alternatives to brand name are rated as following:
★★★★★  generic
★★★  trade name
★★  store brand
★★  generic drugs
★★  generic food
★★  trademark
★  name brand
★  generic products
★  generic name
★  company name
★  product name
★  generic formula
★  generic medication
  generic zoloft
  no name
  generic baby formula
  trade name drugs
  generic adderall
  private label
  brand mark
  generic antiepileptic drugs
  generic medications
  generic birth control pills
  generic prescriptions
  store name
  generic brand
  off brand
  generic levothyroxine
  generic brands
  generic birth control
  generic prescription drugs
  generic groceries
  generic name drugs

Your alternative for brand name is not listed? Suggest!
Speaking about brand name, one probably shouldn't forget about generic name.

Other search terms related to brand name and their ratings are:
★★★★★ generic name
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Google Trends

Scale is based on the average worldwide traffic of brand name in all years. Click on graph for more.
brand name
generic
trade name