Abstract
The study offers an analysis of some of the most popular trademarks, which, in the last two decades, have become generic terms representing certain categories of products or services. The observations are oriented in the following main directions: the trademark as an intellectual property subject (legislative framework and registration); techniques for trademark development (metaphor, metonymy, contamination); appellation of the trademark and resistance on the side of their owners; adaptation and integration of the appellation into the system of Bulgarian language.
The conclusions confirm the tendency towards internationalization of the lexis and language economy and show the dynamic processes in the lexis, which result from changes both in the public and in the personal space.