Lost in pronunciation: From Nike to Louis Vuitton, the world struggles with brand names
- Replies 11
In our shopping ventures, we often encounter well-known brands; however, have you considered if you're pronouncing them correctly?
Surprisingly, many of us have been mispronouncing household names like Nike.
As global commerce brings brands from diverse cultures, mastering their pronunciation can be challenging, reflecting the multicultural nature of modern markets.
Recent research by Solopress has shed light on this linguistic challenge, revealing the brand names that people around the world struggle to pronounce.
Using Google search volume data, they've compiled a list of the most commonly mispronounced brands, and the results may surprise you.
At the top of the list is the American sportswear giant Nike, with an average of 25,500 people per month searching for the correct pronunciation.
Contrary to popular belief, it's not 'Nai-k', but 'Nai-kee', named after the Greek goddess of victory.
Even though the company's founder, Philip Knight, confirmed this back in 2014, the one-syllable version stubbornly persists.
Following closely behind is the South Korean automotive manufacturer Hyundai, with 24,230 monthly searches.
It's not 'Hi-yun-dai' as many might say, but 'Hyun-day'.
Despite their efforts to educate the public, including a catchy ad campaign, the correct pronunciation still eludes many.
Given the automotive industry's prosperity in nations like South Korea, Germany, Japan, and France, it's understandable that certain brand names can befuddle people worldwide.
This perplexity extends to cars, as evidenced by Volkswagen ranking third with 20,100 monthly searches.
As enthusiasts of automobiles are aware, the correct pronunciation of the German car brand is not 'Volk-swagon', but 'Folks-vagen'.
Coming in fourth is a popular American fast food chain that has expanded its reach to the United Kingdom.
Chipotle, a Mexican grill, perplexes 16,460 individuals monthly as they attempt to articulate its name correctly.
Although 'Chip-ottel' is a prevalent mispronunciation, the accurate pronunciation is 'Chuh-powt-lay'.
The term 'chipotle' originates from the Nahuatl language, where 'chilpoctli' denotes a smoked chili pepper.
Lastly, the list concludes with Louis Vuitton, a renowned French luxury fashion brand recognized worldwide.
Offering a range of luxury items including bags, leather goods, shoes, and perfumes, this brand bears the name of its founder.
However, a significant 13,200 individuals globally grapple with pronouncing it correctly, which should be 'Loo-ee Vuh-ton'.
And it's not just luxury brands and car manufacturers that have us tongue-tied.
Coming in at number six and seven are two tech giants—Google (pronounced as ‘Goo-gl’), with an average monthly confusion rate of 11,380, and Apple (‘A-pl’), trailing behind at 6,050.
Following closely behind is YouTube, correctly pronounced as 'Yu-tube', with a lower search volume of 2,670 globally per month.
Rounding off the list at ninth and tenth are motor company Nissan (2,600) and multinational computer software company Adobe (2,100).
While Nissan is pronounced 'Ni-san', Adobe is rightly articulated as 'Uh-dow-bee'.
It's fascinating to note that even brands that seem straightforward, like McDonald's ('Muhk-do-nuhldz') and Uber ('Ooh-buh'), can cause confusion.
And for the German car enthusiasts, BMW is actually pronounced 'bay-em-vay', not 'B-M-W' as it's commonly referred to in English.
So, why do we struggle with these pronunciations?
According to Sylvia Johnson, Head of Methodology at Preply, it all comes down to the linguistic makeup of each name.
‘Depending on its country or language of origin, it varies in patterns, tones, and unique phonetic formats.’
‘Selecting a universally pronounceable brand name serves as a powerful tool for global market penetration. Clear and universal pronunciation favourably positions the brand within the community of users and reinforces recognition and trust.’
For those starting their own business, Richard Kemp from Solopress Design advised keeping brand names to four syllables or fewer, ensuring they are easy to spell and satisfying to say.
‘A company's name is often undervalued as a brand asset but, in fact, is one of the most important,’ he advised.
‘Although pronunciation errors are never completely avoidable, especially when taking the international market into account, steps can be taken to keep uncertainty to a minimum.’
From mispronouncing brand names to struggling with the pronunciation of unfamiliar places, language can often be a source of confusion.
Just as the world debates the correct pronunciation of renowned brands like Nike, individuals also find themselves baffled by the diverse names of cities and landmarks around the globe.
This linguistic quirk extends to Australian cities, where even seasoned travellers may stumble over the pronunciation of seemingly straightforward names.
As we explore the intricacies of language and pronunciation, it's evident that communication transcends borders and cultures, creating opportunities for both amusement and learning.
How many of these brand names have you been saying wrong? Have you had any embarrassing moments when mispronouncing a brand? Share your stories with us in the comments below!
Surprisingly, many of us have been mispronouncing household names like Nike.
As global commerce brings brands from diverse cultures, mastering their pronunciation can be challenging, reflecting the multicultural nature of modern markets.
Recent research by Solopress has shed light on this linguistic challenge, revealing the brand names that people around the world struggle to pronounce.
Using Google search volume data, they've compiled a list of the most commonly mispronounced brands, and the results may surprise you.
Recent findings from Solopress uncovered the brand names that are frequently mispronounced worldwide, utilising data from Google searches. Credits: Shutterstock
At the top of the list is the American sportswear giant Nike, with an average of 25,500 people per month searching for the correct pronunciation.
Contrary to popular belief, it's not 'Nai-k', but 'Nai-kee', named after the Greek goddess of victory.
Even though the company's founder, Philip Knight, confirmed this back in 2014, the one-syllable version stubbornly persists.
Following closely behind is the South Korean automotive manufacturer Hyundai, with 24,230 monthly searches.
It's not 'Hi-yun-dai' as many might say, but 'Hyun-day'.
Despite their efforts to educate the public, including a catchy ad campaign, the correct pronunciation still eludes many.
Given the automotive industry's prosperity in nations like South Korea, Germany, Japan, and France, it's understandable that certain brand names can befuddle people worldwide.
This perplexity extends to cars, as evidenced by Volkswagen ranking third with 20,100 monthly searches.
As enthusiasts of automobiles are aware, the correct pronunciation of the German car brand is not 'Volk-swagon', but 'Folks-vagen'.
Coming in fourth is a popular American fast food chain that has expanded its reach to the United Kingdom.
Chipotle, a Mexican grill, perplexes 16,460 individuals monthly as they attempt to articulate its name correctly.
Although 'Chip-ottel' is a prevalent mispronunciation, the accurate pronunciation is 'Chuh-powt-lay'.
The term 'chipotle' originates from the Nahuatl language, where 'chilpoctli' denotes a smoked chili pepper.
Lastly, the list concludes with Louis Vuitton, a renowned French luxury fashion brand recognized worldwide.
Offering a range of luxury items including bags, leather goods, shoes, and perfumes, this brand bears the name of its founder.
However, a significant 13,200 individuals globally grapple with pronouncing it correctly, which should be 'Loo-ee Vuh-ton'.
And it's not just luxury brands and car manufacturers that have us tongue-tied.
Coming in at number six and seven are two tech giants—Google (pronounced as ‘Goo-gl’), with an average monthly confusion rate of 11,380, and Apple (‘A-pl’), trailing behind at 6,050.
Following closely behind is YouTube, correctly pronounced as 'Yu-tube', with a lower search volume of 2,670 globally per month.
Rounding off the list at ninth and tenth are motor company Nissan (2,600) and multinational computer software company Adobe (2,100).
While Nissan is pronounced 'Ni-san', Adobe is rightly articulated as 'Uh-dow-bee'.
It's fascinating to note that even brands that seem straightforward, like McDonald's ('Muhk-do-nuhldz') and Uber ('Ooh-buh'), can cause confusion.
And for the German car enthusiasts, BMW is actually pronounced 'bay-em-vay', not 'B-M-W' as it's commonly referred to in English.
So, why do we struggle with these pronunciations?
According to Sylvia Johnson, Head of Methodology at Preply, it all comes down to the linguistic makeup of each name.
‘Depending on its country or language of origin, it varies in patterns, tones, and unique phonetic formats.’
‘Selecting a universally pronounceable brand name serves as a powerful tool for global market penetration. Clear and universal pronunciation favourably positions the brand within the community of users and reinforces recognition and trust.’
For those starting their own business, Richard Kemp from Solopress Design advised keeping brand names to four syllables or fewer, ensuring they are easy to spell and satisfying to say.
‘A company's name is often undervalued as a brand asset but, in fact, is one of the most important,’ he advised.
‘Although pronunciation errors are never completely avoidable, especially when taking the international market into account, steps can be taken to keep uncertainty to a minimum.’
From mispronouncing brand names to struggling with the pronunciation of unfamiliar places, language can often be a source of confusion.
Just as the world debates the correct pronunciation of renowned brands like Nike, individuals also find themselves baffled by the diverse names of cities and landmarks around the globe.
This linguistic quirk extends to Australian cities, where even seasoned travellers may stumble over the pronunciation of seemingly straightforward names.
As we explore the intricacies of language and pronunciation, it's evident that communication transcends borders and cultures, creating opportunities for both amusement and learning.
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