PRINCIPLES AND METHODS OF BRAND NAME FORMATION (ON THE EXAMPLE OF THE NAMES OF KAZAKH BRANDS OF ALCOHOLIC BEVERAGES)

The article deals with the issue of the principles and methods of brand name formation on the example of the names of Kazakh brands of alcoholic beverages. The material of the study was the names of the products of the largest Kazakhstani producers and distributors of alcoholic beverages. In the course of the study, the main principles of brand name formation were identified: anthropological, attributive, locative, the dominant of which is the anthropological principle, i.e. nomination in relation to the person. The analysis of the lexical material made it possible to establish the following ways of brand name formation: lexical-semantic, lexical-syntactic, word-building, borrowings, precedent phenomena. The results of the study can be used by specialists in the field of branding, as well as students of philological faculties of universities who are interested in branding and naming.