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. To achieve this goal, quantitative and qualitative methods of working with a commercial name are used. In the first case, attention is drawn to the name by repeated repetition. Qualitative techniques include accents on forms of composition or meanings, the use of rhyme, metaphorization, semantization, and desemantization of a commercial name