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trade names vs. brand names
A trade name is the name under which a trader practises his company. A brand name is the registered name of a product or article launched by that company. For a company that releases
mainly one product on the market, the trade- and the brand name is often the same like with Coca-Cola. Companies with only a few products of the same kind might suffice with a distinctive type number as for example the Boeing 747 or Airbus A380. Companies with a wide and varied product offering however, will often use a brand name to complement or replace the trade name. Around 1990, in Europe alone over three million brand names were registered. Further product differentiation will often be found in an additional model- or type number.
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Philips, a distinguished name
In the course of its existence Philips used several thousand brand names. Famous examples include Argenta (1922), Phonogram (1962) and Senseo (2001). To emphasise link with the strong trade name Philips, the first part of this name was included in many of Philips' brand names. A summary in chronological order: