Regional naming: search directions (the case of Ufa, Republic of Bashkortostan)

This article considers the field of naming as a part of branding, that has a marketing nature. Linguistic science is defined as a practical basis for naming. The historical and cultural components of the name generation are noted. An attempt to determine the main directions of naming development in the multiethnic environment is made, in particular the most famous names of Ufa, Republic of Bashkortostan, are analyzed.