The article is devoted to the description of the specifics of renaming as a communication technology, the purpose of which is to assign a new, more appropriate name to the object of advertising or promotion. Analysis of theoretical and empirical sources has shown that the study of renaming lags far behind the study of naming, and therefore requires special attention. The article identifies the main problem areas in the study of renaming: the lack of a scientific approach to the description of this phenomenon, terminological disorder, nondiscrimination of related phenomena. Some types of renaming are highlighted and described.