Each language has its own linguistic laws of name creation. Regardless of the field in which Naming technology works as a type of activity, its main goal in linguistics is to develop linguistic norms for the creation of a specific language-specific name. Every name, developed in accordance with linguistic norms, should help trade, production facilities, products to be competitive in the market, to develop, gain fame and spread widely. This article analyzes a number of requirements and criteria for name creation in linguistics, developed by Neimer-practitioners, and analyzes the models of name creation in the Uzbek language.