Answer: brandname

AnswerCrossword Clue
BRANDNAME

Trademark, maybe

BRANDNAME

Coke or Pepsi

BRANDNAME

Nongeneric, as a drug

BRANDNAME
Kleenex or Kool-Aid
BRANDNAME
Product identifier
BRANDNAMEShopper's choice.
BRANDNAMEShopper's consideration
BRANDNAMESubject of a trademark
BRANDNAMESubject of a trademark, perhaps