Is it illegal for a merchant to sell something by misrepresenting it?

Should it be illegal for merchants to sell products try are misrepresenting? When a merchant sells products using anything other than the proper name given by the manufacturer, is it a misrepresentation of the product? Are product and brand trademarks and copyrights an important detail in a product's proper name? Could the omission of a product's proper name or substitution of a product's name possibly indicate a counterfeit product? Should a product's proper name be included in the sales receipt or is it illegal to abbreviate its name?