Аннотация
The study examines the role of toponymic (re)naming and translation standardization (harmonization) as a key mechanism in the construction of national identity, with a particular focus on Kazakhstan in a comparative international context. Drawing on approaches from onomastics, translation studies, and political geography, the research analyzes the structural and semantic features of proper names, as well as sociopolitical factors influencing naming and renaming practices. Special attention is paid to translation strategies, including transcription, transliteration, calquing, and hybrid forms, and to the inconsistencies arising from their coexistence. The methodology is based on qualitative analysis combining descriptive, structural, and comparative approaches. The findings demonstrate that the lack of standardization leads to variation in spelling, loss of semantic transparency, and reduced communicative efficiency of toponyms. At the same time, toponymic transformation is shown to be a structured process shaped by political change, cultural policy, and identity negotiation. The study argues for the adoption of Kazakh-oriented transliteration models that preserve both phonological and semantic integrity of proper names. On the examples of Қарағанды and Өскемен, it is proposed that forms such as Qaragandy and Oskemen more accurately reflect the internal logic of the Kazakh language. Thus, conscious renaming policies are essential for maintaining linguistic coherence and strengthening national identity in global communication.