UDC 338:659.126.4

Galimullina N.M.¹ (Kazan, Russian Federation) – nadiyagalimullina@yandex.ru; Feoktistova I.R.² (Kazan, Russian Federation) – ilkur80@mail.ru; Terentyev N.V.³ (Kazan, Russian Federation) – nik.terentev.2019@mail.ru

¹Kazan National Research Technical University named after A.N. Tupolev-KAI

²Kazan Innovative University named after V.G. Timiryasov

³College of Kazan Innovative University

Abstract. The struggle for leadership positions in all spheres of the economy leads to the need for not only price, but also non-price competition. An intangible asset that affects the economic performance of an enterprise is its brand. Naming can be regarded as one of the branding technologies, since in addition to the ability to ensure the recognition of an object, the name can determine the expectations caused by the interpretation of the semantics of the word used. The article discusses the features of the formation of brand names in the field of information technology. The research focuses on the naming of IT companies specializing in software development, using examples of IT product names. The empirical basis of the research consists of brand names presented in the catalog of companies in the Software Development category on the Company’s website. Both the methods of word formation and the typology of morphological constructions used and approaches to choosing a name were used as criteria for classifying names. The authors explore the prevailing approaches to word formation in naming in the IT industry. The paper analyzes examples of using compressive names (SimbirSoft, Comindware, AiTeko), abbreviations (ICL), descriptive names (Kiberprotekt, Novye oblachnye tekhnologii, Kod Konstrakshn, Blokchejn Analitika), neologisms (Vebkorp, Komsoft) and heuristic names (Lad-intellekt, Sigurd-aiti). The study identified examples of the use of alliteration techniques (Postgres Professional, RosBiznesSoft, Korporaciya «Parus», Grejps Labs, Ajtitest) and assonance (SimbirSoft, Codestetic, Polikod, Vamdodoma, Aitiliti). The predominance of Anglicisms in the names of Russian IT companies was revealed, both in the format of using the full word and elements (soft, ware) in the nomination, which is due to the connotation of such borrowings in the context of innovation and technology. Naming in the IT industry has a pragmatic function, in this area the use of erratives is minimal, since the goal is not to attract attention, but transparency, clarity, and gaining trust due to the image features of progressivity and professionalism in the name of an IT brand.

Keywords: naming, brand, brand value, brand name, IT company, IT product, brand semiotics, word formation, neologisms.

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For citation: Galimullina, N. M., Feoktistova, I. R., & Terentyev, N. V. (2026). Naming as a component of brand management strategy in the it industry. CITISE, 3, 372-382.(In Russian).