_{The present article is dedicated to such topical issues as toponomy and naming, whereas it examines the issues of the naming of bars in Alaska and the usage of toponyms in brands. 135 names of bars were selected from Douglas Vandegraft's work "A Guide To The Notorious Bars of Alaska" and classified. Toponymic, anthroponymic and assosiative features of the bar names are also observed. We discovered that the majority of them possess a reference to place, which enabled us to draw conclusion concerning the functioning and special features of toponyms in brand names.}