A new survey conducted by Solopress, a UK-based printing company, revealed that some of the most well-known brands in the world are also some of the hardest to pronounce. The study analyzed Google search volume data to determine the most commonly mispronounced brands, with Nike, the athletic shoe and apparel giant, coming out on top globally. Brands like Hyundai and Volkswagen in the automotive category, Louis Vuitton in the fashion industry, and Chipotle in the travel and hospitality sector were also noted for being challenging to pronounce due to their non-English origins.
Nike, a widely recognized consumer brand, was found to be the most commonly mispronounced brand, with ongoing debates between “Naik” and “Nai-kee.” Founder Phil Knight confirmed the correct pronunciation as “Nai-kee” in 2014. In the travel and hospitality sector, Chipotle emerged as the most commonly mispronounced brand, highlighting the challenges that brands face when crossing international borders. The study also found McDonald’s to be the most mispronounced brand in the food and beverage category, with search volumes significantly higher than other popular brands like Mars and KFC.
For media and entertainment brands, Apple was found to be challenging for global consumers to pronounce correctly. Internet users often turn to Google to find out the correct pronunciation of brands, with Google itself being the most mispronounced tech brand according to the survey. In the automotive category, brands like Hyundai and Volkswagen from Europe and Asia were the most queried, with their names being difficult for users to pronounce accurately. Brands are advised to keep their names to four syllables or fewer and ensure they are easy to spell and say to minimize pronunciation errors, especially in an international market.
Solopress emphasized the importance of a company’s name as a brand asset, with head Richard Kemp stating that pronunciation errors can be minimized by taking specific steps. The survey findings shed light on the challenges that brands face in maintaining a strong global presence while ensuring their names are easily recognizable and correctly pronounced by consumers worldwide. By understanding the most commonly mispronounced brands in different categories, companies can take proactive measures to enhance their brand recognition and ensure a positive user experience for customers.
