MODERN ERGONYMS AND THE FACTORS OF THEIR FORMATION

This article examines one of the current trends in modern linguistics — the concept of naming (the art and strategy of naming), as well as ergonyms as an important layer within the onomastic system. Ergononyms are understood as the names of enterprises, organizations, institutions, brands, companies, and other socio-economic entities that play a significant role in public life. Special attention is given to the process of ergonym formation, their linguistic characteristics, and their communicative-functional role. The article emphasizes that in contemporary society, ergonyms serve not only as a means of identification but also as important cultural, economic, and social communicators. The study addresses such aspects as the relationship between naming, language, and culture; the lexical-semantic and morphological features of ergonyms; their stylistic value and semantic load.