How to pronounce famous everyday brand names

household, famous, brand, name, pronunciation

You know the name, but can you pronounce it correctly?

For the fourth in our series of how to pronounce brands, we’re looking at household brands.

Despite their popularity, you’re probably mispronouncing many famous brands such as Nutella, Evian, Godiva, Sriracha, Zara, Adidas, Hugo Boss, Bayer, L’Occitane and many more.

Last year social media blew up as people started to realise they’d been mispronouncing Ikea for years. Interestingly, adverts in the UK have been using the correct Swedish pronunciation but not in the USA. For the record, it should be pronounced ‘ee-KAY-uh’, not ‘Eye-key-ah’.

Ellesse even used consumer confusion around their name to drive social content. Taking to the streets of the UK, Ellesse asked people to pronounce their name. Those who got it right were rewarded with Ellesse goodies. While the rest provided some entertainment, they also showed that the brand still has some work to do.

After walking the streets and listening in on conversations in shops, we’ve heard some doozies! So here’s our list of the most common brands with their incorrect and correct pronunciations.

Check your favourite brand and make sure you’re saying it right.

Household brands and their pronunciation (A-Z)

Brand NameCorrect pronunciationIncorrect
2XUTwo Times YouTwo-Ex-You
AdidasAH-dee-dahsAh-dee-das or Adi-das
BebeBee beeBeh beh or bay bay
DanoneDan-onDan-own or Dan-one
Dr OetkerDoc-tor Urt-kerDoc-tor Oat-ker or Et-ker
EllesseEl-essEl-essie or El-ee-s or El-see
Estée LauderEst-eh Law-derEst-ay Loud-er
EvianEh-vee-onEvi-an or Ev-iun
Ferrero Rocherfuh-RREH-rro RO-shayfuh-reh-ro Ro-share
GodivaGo-dee-vuhGuh·dai·vuh or God-EYE-vuh
HaierHigh-erHair or hay-er
HuaweiwHaa-wayWa-way or Hugh-a-wee
Hugo BossHoo-go BaasHyoo-go Boss
Ikeaee-KAY-uhEye-key-ah or Eye-KAY-uh
LegoLe-goLay-go or Le-gow
MieleMeal-uhMee-ell or Mee-lay
NestléNEST-layNess’l or Ness-lee
SauconySAW-kun-ieSaw-COH-nee or Sauce-oh-nee
SrirachaSee-rotch-ahSri-rach-cha or suh-raa-chuh
StilaSTEE-laSty-la or Stil-ia
StüssyStoo-seeSta-see or Stuss-ee
TobleroneTobe-la-roneTobb-la-rone or Tob-le-one

This list has been compiled from various sources, including representatives from the brands. In some cases, there are conflicting sources and we have opted for what is most commonly accepted.

If want to challenge any of the pronunciations, or suggest some more brands that are incorrectly pronounced, please contact us or leave a comment below and we’d be happy to update this list.

Want more? Check out how to pronounce leading Car brand namesLuxury brand names, and Alcohol brand names.

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences and drive your business growth. Michael has extensive experience working with leading Australian and International organisations across just about every sector.

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