This study investigates the formation of brand names from both nominative and cultural perspectives, focusing on the brand names of Uzbek (including some English and Russian brand examples) manufacturers within the broader context of global branding trends. A mixed-methods approach was applied: quantitative analysis of WIPO data to determine growth dynamics in trademark registrations, and qualitative linguistic analysis employing semantic field categorization, morphological and phonetic examination, stylistic assessment, and etymological tracing. Extralinguistic variables such as cultural context, target audience, competitive environment, and socio-economic conditions were also considered. The interpretation of “brand” as a linguistic object is refined, and the communicative functions of brand names—nominative, informative, differentiating, aesthetic, persuasive, and appealing— are identified. Classification was carried out by structural type, degree of expression, origin, formality, and motivational basis. Results reveal that the most frequent naming strategies include anthropological nomination, integration of Uzbek lexicon, creation of neologisms, and selective borrowing from foreign languages. Phonetic harmony, graphic distinctiveness, semantic transparency, and cultural resonance emerged as key linguistic factors influencing brand name viability, while the revival of interest in national culture and the consolidation of the Uzbek language’s status were notable sociolinguistic trends. The findings demonstrate that brand names operate as complex semiotic entities, encapsulating identity, strategic positioning, and cultural narratives, and that incorporating linguistic analysis into brand development enhances both domestic and global market competitiveness.
| Mualliflar | Madina, Yusupovna Madieva |
|---|---|
| Jurnal | Қўқон ДПИ. Илмий хабарлар |
| Nashr sanasi | 2026-06-05 |
| Jild | 8 |
| Son | 04 |
| Betlar | 1800-1813 |
| Til | Ingliz |
| DOI | 10.70728/b.series.v08.i04.254 |
DOI: 10.70728/b.series.v08.i04.254 · Maqolaning asl sahifasi
Nomination, brand, linguistic and cultural aspect, national and cultural feature, traditions.
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