This paper systematizes the technological aspects of naming including the development, promotion and semantization of a commercial name. Promotion implies informing about the origin of the name (choosing a name for a new product) or forced name change, i.e., renaming. The semantization of the name is aimed at ensuring the involvement of different groups of the public in the communication of the commercial name, answering the question “What does the name of your company / product mean”. This paper analyzes the commercial (advertising) name and advertising text as two independent marketing communication units and shows the main forms of their interaction in advertising. The forms of interaction between a commercial name and an advertising text are determined by the purpose of the promotion campaign and are aimed at increasing recognition or retention of a commercial name by advertising means, creating loyalty to the object of nomination or implementing more complex tasks.