Abstract
"Brand names represent a thesaurus of semantic effects, which evoke, individually and / or collectively, emotions, images, symbols. The development of the consumer society has created a competitive economic market, which is constantly generating new names for products and services. The phenomenon seems to be exclusively of an economic nature, but, in reality, it is a linguistic one, before anything else. Trademark names are part of commercial onomastics, representing a phenomenon between morphology and semantics, between lexicology and pragmatics. Brand names are not only denotative, but also have connotations for consumers, which must be taken into account in communication. The paper analyzes a vast corpus of names of local trademarks in semantic, typological and functional terms. The main objective of economic agents in choosing a brand name is the possible commercial success of the brand. Thus, some companies choose common, usual, stylistically unmarked names, others plead for suggestive or creative names. Trademark names represent proper names (anthroponyms, toponyms), common names (lexemes), morphological creations, lexemes with spelling changes, phraseologies (polylexical sequences), logos and numerical indicators, a priori similar words, etc."
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