Abstract
The current research considers the basics of the formation of brand names from linguistic and extralinguistic aspects. The material of the study was the brand names of Kazakh manufacturers. The interpretation of the term brand as an object of linguistic research is presented, the functions of brand names as a type of commercial nomination are identified and considered as nominative, informative, differentiating, aesthetic, influential and attractive. At the same time, special attention is paid to the types of brand names: by structure, by degree of expression, by origin, by degree of formality and by degree of motivation. The analysis of lexical material made it possible to differentiate linguistic factors that have a decisive influence on the process of brand name formation, including phonetic, graphic, lexical, stylistic, semantic and morphological aspects. Among the extra-linguistic factors, the cultural context, competitive environment, target audience, features of the national character, purpose and pragmatics were identified. The methods of name formation were studied, among which the most frequent were nomination according to the anthropological criterion, as well as the use of Kazakh vocabulary, neologisms and foreign words. The analysis and interpretation of the factual material from the sociolinguistic aspect made it possible to identify language units that represent the processes that take place in modern society: the revival of public interest in national culture and language, the strengthening of the position of the state language and the involvement of Kazakhstani society in the processes of globalization.