How do you manage a brand when many people can’t even say it?
Imagine what it must be like to be a brand manager for Givenchy. Sure, your job is to manage a French couture fashion label, but your brand name is repeatedly mangled.
Perhaps the first place to start is by building awareness. Below are some of the most commonly mispronounced brand names and their correct pronunciations. How many of these have you been pronouncing incorrectly?
Alfa Romeo (an Italian car manufacturer)
Asus (a Taiwan-based computer and electronics company)
Bebe (women’s retail stores)
Benetton (an Italian clothing retailer)
Berliner Pilsner (a German beer brand)
Breguet (a Swiss watch manufacturer)
Fage (a Greek yogurt company)
Fodor’s (a publisher of travel guides)
Garnier Fructis (hair care product)
Haagen-Dazs (an American ice cream brand)
Hoegardeen (a Belgian brewery)
Huawei (a Chinese technology company)
Hublot (a Swiss watchmaker)
Hyundai (a South Korean car manufacturer)
Jaguar (a British car brand)
Ikea (a Swedish furniture and home goods retailer)
La Croix (an American brand of sparkling water)
Lacoste (a Swiss clothing retailer)
Lancome (a French brand of luxury cosmetics and perfume)
Nordstrom (there is no apostrophe s in the name; an American chain of department stores)
Nutella (an Italian hazelnut spread)
Ocado (a British online supermarket)
Porsche (a German car manufacturer)
Pret a Manger (a UK-based sandwich shop chain, often shorted to “Pret”)
Renault (a multinational automobile manufacturer)
Saucony (an American manufacturer of athletic shoes)
Stella Artois (a Belgian beer brand, often shortened to “Stella”)
TAG Heuer (a Swiss watchmaker)
Teva (an American shoe manufacturer)
VanHeusen (an American clothing brand)
Wamsutta (a textile manufacturing company)
Yves Saint Laurent (a French fashion brand)
Zagat (restaurant surveys and guides)
Zara (a Spanish clothing retailer)
Do you have any brand names to add to this list?
Laura Hale Brockway is a writer/editor/marketer/ living in Austin, Texas. Read more of her work on PR Daily and at Impertinent Remarks.