Abstract
<jats:p>This article is devoted to analyzing the evolution of theoretical and methodological approaches within ergonymy and pragmatonymy — the most actively developing branches of onomastics directly related to socio-economic processes. The research highlights the history of the linguistic study of the names of commercial enterprises and organizations (ergonyms), as well as goods and brands (pragmatonyms), covering the stages of development from traditional structural-semantic analysis to modern cognitive-pragmatic and sociolinguistic approaches. The purpose of the article is to reveal the reasons for the shift in scientific paradigms applied in the study of these types of onomastic units and to outline their new methodological foundations. Using comparative-historical, cognitive, and discursive analysis methods, the processes of commercial nomination in the Uzbek language and their specific features in language practice were examined. The results show that today it is a priority to study ergonyms and pragmatonyms not merely as names of objects, but as complex mental-linguistic signs that influence consumer consciousness and reflect national-cultural and linguistic values. In conclusion, the necessity for an integrative study of brand names in Uzbek linguistics from onomastic, legal, and marketing perspectives is substantiated.</jats:p>