THE INTEGRATION OF COMPANY AND BRAND NAMES INTO DAILY CONSUMPTION: UNIFICATION OF UZBEK EQUIVALENTS FOR INTERNATIONAL TERMS IN DICTIONARIES AND MANUALS, AND WAYS TO OVERCOME PRAGMATIC AND CULTURAL MISMATCHES

Abstract

This scientific paper investigates the profound sociolinguistic and lexicographical ramifications of globalization on the contemporary Uzbek vocabulary. The primary research focus centers on the structural integration of multinational company and brand names into the daily consumption and communicative discourse of domestic language speakers. Driven by rapid digitization, proprietary commercial trademarks frequently undergo morphological adaptation and functional shifts, transforming into generic everyday nouns or verbs within the local vernacular. However, this fluid process precipitates critical challenges for contemporary lexicography, exposing a widening gap between spontaneous colloquial usage and formal linguistic codification. Through a systematic qualitative auditing of modern reference literature, this study underscores the urgent necessity for the lexical unification of official Uzbek equivalents for international terms within newly published dictionaries and educational manuals. Furthermore, the paper rigorously analyzes the cognitive, semantic, and cultural frictions—explicitly classified as pragmatic mismatches—that occur when foreign corporate idioms are introduced into the traditional Uzbek socio-cultural landscape. To bridge these conceptual vacuums, the author evaluates various localization models, advocating for descriptive translation strategies and context-driven semantic extensions over rigid literal calquing. Ultimately, the research offers a structured methodology for lexicographers and professional translators to navigate corporate neologisms, ensuring that the codification of global concepts maintains structural harmony with the grammatical norms, national identity, and pragmatic expectations of the Uzbek speech community.