The survey conducted by UK-based printing company Solopress revealed the most commonly mispronounced brands globally based on Google search volume data. Brands like Nike, Hyundai, and Volkswagen were among the top mispronounced brands, with consumers often struggling to pronounce names that do not originate in the English language. Nike, in particular, is a well-known consumer brand with an ongoing debate between “Naik” and “Nai-kee,” with founder Phil Knight confirming the latter option as the correct pronunciation.
In the travel and hospitality category, Chipotle was found to be the most commonly mispronounced brand, with significantly more search volume compared to Uber, the second most mispronounced brand in the category. The study suggested that travel brands may face challenges with brand pronunciation as they aim to cross international borders. Brands like Marriott, Airbnb, and Starbucks were also identified as commonly mispronounced in the travel and hospitality sector.
McDonald’s emerged as the most commonly mispronounced brand in the food and beverage category, with worldwide search volumes suggesting searches from an international audience. The Golden Arches were searched twice as much as the Mars candy company, and over twenty times more than KFC and Tim Hortons. In the media and entertainment sector, Apple was found to be the most mispronounced brand, with internet users worldwide seeking the correct pronunciation through Google searches.
The survey also revealed that Google, despite being a popular search engine, is the most mispronounced tech brand. Brands like Adobe, Apple, Amazon, and Tesla were also identified as commonly mispronounced in the tech sector. In the automotive category, European and Asian carmakers like Hyundai, Volkswagen, and Nissan were among the most queried brands. BMW, in particular, with its German pronunciation, led to nearly 2,000 searches for the correct pronunciation each month worldwide.
Solopress recommended that brands keep their names to four syllables or fewer, making sure they are easy to spell and satisfying to say. While pronunciation errors may not be completely avoidable, especially in the international market, steps can be taken to minimize uncertainty. Brands should ensure that their names are easily pronounced and understood by a global audience to enhance their brand recognition and value.
