Brand naming linguistic strategies (portrait and iconic names)

Currently, significant changes are taking place in linguistics, and in onomastics, in particular. Increasing consumer interest has led to the emergence of new linguistic units in the onomastic space, among which commercial names can be distinguished. A brand individualizes a product, separating it from other things and giving it both social and economic significance. The name is not only integral to the product, but is the starting point in creating its image. Today, the term brand is used not only to designate a specific product line or the company that produces them. It is a crucial part of the social image that a company wants to create by positioning itself and its products on the market. A successful brand name allows you to give a product or service a distinctive character, highlight it, and give it individuality. The relevance of the study lies in the fact that a brand name is considered as a special onym category. The author pays a special attention to the semantic structure of portrait and iconic names, especially their connotative aspect. The study objective is to describe the linguistic strategies in brand nomination of iconic and portrait names.