Answer: BRANDNAME

AnswerCrossword Clue
BRANDNAMETrademark, maybe
BRANDNAMECoke or Pepsi
BRANDNAMENongeneric, as a drug
BRANDNAMEKleenex or Kool-Aid
BRANDNAMEProduct identifier
BRANDNAMEShopper's choice.
BRANDNAMEShopper's consideration
BRANDNAMESubject of a trademark
BRANDNAMESubject of a trademark, perhaps