Renaming as a factor of successful marketing communication

INTRODUCTION. In 2022, due to the political situation in the world, many foreign brands were forced to leave the Russian market. After some time, some of them returned, undergoing renaming – changing their trade name. The aim of the study is to analyze and describe different types of renaming. MATERIALS AND METHODS. The study was based on the names of foreign brands represented on the Russian market before 2022 and brands that appeared in Russia after 2022. The basis of the study was structural-semantic analysis. Descriptive-analytical and function-pragmatic methods were employed as well as methods of systematisation, classification and generalization. RESULTS AND DISCUSSION. During the study, it was established that renaming in the Russian market is based on 5 linguistic techniques (transliteration, truncation, substitution (graphic and segmental), anagram, and graphic hybridization). Renaming based on redesign (changing packaging while preserving key, easily recognizable attributes), so-called “visual renaming”, and combined renaming options are described. A survey of Russian citizens was conducted to determine the recognition of names that had undergone the renaming procedure. CONCLUSION. Based on the survey, it was concluded that names obtained through segmental substitution, as well as those based on visual renaming, were more recognizable. Transliteration is most often not perceived as a new name.