CREATIVE NAMES AS A SYNTHESIS OF STRATEGIC CONTENT ELEMENTS AND NAMING TECHNIQUES

The aim of the study is to describe the features of representation of strategic substantive elements for brands and naming techniques for modern naming, to identify naming techniques based on the use of linguistic and figurative-expressive means capable of forming creative names. The represented in the article conducted study allows to describe modern trends in naming, as well as creative names as a synthesis of strategic substantive elements of a brand and naming techniques based on linguistic and figurative-expressive means. The theoretical basis of the study was scientific articles devoted to general issues of naming in both marketing-communication and linguistic aspects, the features of names and naming within individual product categories, research into creative names and methods, techniques, and ways of their creation. The study uses an interdisciplinary approach and methods of structural, comparative and semantic analysis. The research materials were a database of names, that counts more than 1400 units. The study confirmed the hypothesis that creative names are formed based on the use of strategic content elements of communications using linguistic and figurative-expressive means - allusions, word-formation elements, metonymies and metaphors, puns, as well as techniques of errors, rhymes, dramatic names, significant numbers, often used in combination. In addition, it can be concluded that the basis for the formation of creative names is the Emotional Selling Proposition strategy, the apperception fund of target audiences is of particular importance in the formation of creative names. The trend of modern creative naming is the development of a name in a descriptor, slogan, corporate design and its communications.