With the spread of the neoliberal economic system, the policies, social and social realities that developed depending on this system also affect the urban structure, the perception of the city and the architectural structuring. Neoliberal urbanization shows its effects all over the world. The race between national economies and sectors accelerates the race that occurs within the cities and the spaces within the city. The neoliberal urbanization process, by influencing the architectural design processes, affects the daily life, the quality of life, and the city profile. The change in architectural design and design perception is primarily reflected in the language. All the spaces in the city constitute the structures that are valued and known by the name they present. At this point, names of places, naming decisions and processes gain importance. Neoliberal urbanization, which is the general context, reflects itself on each street and housing project, and changes the urban structure and affects perception. This thesis explores the role of toponymy in the context of neoliberal urbanization. The toponymy is examined at the micro level within neoliberal urbanization context in order to reach its role. Incek is explored through all spatial forms through Ankara, Turkey as a case study.