ИСТИНА

The word-building methods lying behind the formation of brand names are thoroughly researched. However, little is known about the word-formation potential of the trade marks themselves though the phenomenon may significantly contribute to the study of neologisms and the ways that help to enrich the vocabulary. Te report is devoted to studying the peculiarities of word formation processes occurring on the basis of word trade marks in the English language. The author studies composition, affixation and conversion as the most productive ways of forming new words from the existing word trademarks.