FACTORS OF EFFECTIVE NAMING OF RESIDENTIAL COMPLEXES: A COMPREHENSIVE STUDY OF THE RUSSIAN EXPERIENCE

This article examines the problem of forming effective naming of residential complexes in highly competitive conditions in the Russian real estate market. The article substantiates the idea that professionally created naming plays a key role in the branding process, contributing to the formation of a positive image of the residential complex and increasing the loyalty of potential buyers. There is an integration of various approaches to naming, such as marketing, psychological, semantic, linguistic, legal, and cultural-social. A comparative analysis of the existing conceptual models of naming is given and an original classification of the factors influencing its effectiveness is proposed. The author focuses on the importance of taking into account market conditions, characteristics of the target audience, territorial specifics, architectural and functional features, brand communication strategy, legal and legal aspects, psychological and behavioral factors, financial and economic criteria, corporate strategy of the developer and socio-cultural trends. The author has proposed a detailed classification of factors that allows a comprehensive assessment of the importance of each component when choosing the name of a residential complex. The work is interdisciplinary, written at the intersection of marketing, sociology and consumer psychology.