This research aimed to 1) study the way the merchants in Changwat Pattani, Yala, and Narathiwat named their stores; 2) analyze the meanings that signify the identities of various groups of merchants, namely Muslim Malayu, Chinese-descendant Thais, and Buddhist Thais; and 3) analyze their identities in commercial strategic operations. It was found that these merchants’ store names can be divided into two patterns. The first includes those that have one semantic structure indicating the nature of business, persons’ names, locations, and auspices. The second includes those that have two semantic structures intertwining persons’ names with business nature and locations with business nature. As for the language, Muslim Malayu named their stores by using persons’ names in the Arabic language in almost every period of study (1980 – 1990, 1991-2001, 2002- 2012). In the last period (2002 – 2012), they also used the Malayu language to describe the nature of their business in order to assert their identity. In addition, they used pronouns of local dialect together with persons’ names to communicate with local customers in particular. In the last period of study they used English to specify their business nature. In the first period of study for the Chinese-descendant Thais (1903 – 1913), they used their last names and words of auspicious meanings to express their identities. In the middle period (1947 – 1957), they also added Jawi language, which the local Malayu Thais in the three Southern border provinces used in communication. In the last period (1969 – 1979), they used Thai words to specify the nature of their business or location with business nature. In the last period of study (2002- 2012), a lot of Buddhist Thais used the Thai language to indicate business nature or location. In every period (1958-1968, 1969-1979, 1980-1990, 1991- 2001, 2002-2012) they express their identity concerning beliefs in auspices by naming their stores in relation to prosperity, growth, and fortune.