Pragmatonyms (trademarks)we incite curiosity from many perspectives. Specialists in communication support that each individual knows passively about 1500 of name brands. Name brands represent a treasure trove of semantic effects, which conjure up – at the individual level and/or at the collective level – emotions, images, symbols. Hybrid names its own category, name brands change the value depending on the type of text it works: on the technical speech they have a denotativ function and they behave like proper names. In other contexts they become substitute of some words, having features of common names.