Linguo-Pragmatic Potential of Brand Names

Brand names are analyzed as special pragmatic verbal signs which have lexical meanings, as they are characterized by conceptual attribution and lexical modality; the specifics of a brand is to name, to distinguish, and to differentiate objects of the same type. Brands as a component of the advertising discourse function as advertising names and differ from the other varieties of proper names by stylistic marking, as they are focusing on attracting the attention of an addressee. The brands formed by blending word formation method are also studied in the paper. The research has a great influence on the development of the lexicon of different languages of the world during the era of globalization