The best replacement for trade name is trademark.

The best alternatives to trade name are rated as following:
★★★★★  trademark
★★★★  generic name
★★★★  dba
★★★  fictitious name
★★★  brand name
★★  generic
★  business name
★  legal name
★  service mark
★  registered name
  trade name
  corporate name
  dba name
  generic name drug
  brand
  tradename
  llc name
  corporation name
  trade mark
  name
  fictitious
  chemical name

Your alternative for trade name is not listed? Suggest!
Speaking about trade name, one probably shouldn't forget about colorado secretary of state.

Other search terms related to trade name and their ratings are:
★★★★★ colorado secretary of state
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Google Trends

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