Durability of ergonims
The article is devoted to the durability of ergonims as a key issue for the effective regulation of enterprise names. The author proposed his own opinion about the indicators of the successful names of enterprises, as well as reviewed some legal documents that have a great influence on the dynamics of proper names, pointed out modern tendencies, state and prospect of ergonims. Results of the study not only make a remarkable contribution to the theory of onomastics, but also deserve to be used as a valuable source for nominators, copywriters in order to create business names or evaluate their success as well.