Some brands or product names take the form of an acronym, but the letters don't actually stand for anything. An example would be Windows XP--the "XP" was chosen for its sound and connotations rather than any particular words starting with X or P. Is there a term for this sort of formation? My first thought was "initialism", but it seems too broad since it includes terms that are meant to stand for things.
I agree with aaa that this could just be recognized as a trademark, but this could also be a pseudo-acronym.
A pseudo-acronym is a type of initialism that once had a deeper meaning (or was once an acronym) but lost this meaning and is now just a string of letters. In this case, XP was an abbreviation for experience, but over time, this has faded away and the letters are just letters.
A trademark can be any token, string or image to represent a brand or product. It does not have to mean anything.
"is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition"