This article provides information on the issue of naming in world marketing, naming technology various problems related to the linguistic aspect of naming technology, the specific norms of name formation in the Uzbek language. The sign of informativeness of the names of trading objects also indicates the original purpose of this object, what products it is intended to trade with. In creating a name, it is necessary to take into account the linguistic norms of a particular language, as well as people’s culture, worldview, mentality, psychology, etc. The name created by it serves as a useful communicative communication function between the commercial object and the consumer, the name helps the commercial object to occupy a strong position in the market competition. From this point of view, the development of norms for naming specific objects of each language is one of the urgent tasks of today.