Social and textual dissemination of geographical names as well as their regular use and their assessment (as correct or incorrect) are moulded by a complex constellation of toponym users and various texts. In this constellation geographers and cartographers constitute an important “collective player” who may influence the processes considerably. In the present paper the hierarchy of communicative communities using toponyms (first proposed by L. Zabrocki) is briefly discussed. An outline of general linguistic concepts used in the assessment of language elements (as introduced by the Prague Linguistic Circle) is provided. These concepts are modified and adapted here in order to fit the special characteristics of geographical names. The newly developed and proposed toponomastic categories comprise the concepts of toponymic usus (with several subtypes: professional, official/public, private, cartographic), toponymic norm (natural or codified), and toponymic codification (official, linguistic, textual, cartographic). These concepts are then discussed as a network of factors influencing the use of geographical names. Finally, the proposed toponomastic model of dissemination and assessment of geographical names and the newly introduced toponomastic concepts are used to outline the role geographers and cartographers play in fixing, propagating or creating geographical names.