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 Name | Correct pronunciation | Incorrect |
|---|---|---|
| 2XU | Two Times You | Two-Ex-You |
| Adidas | AH-dee-dahs | Ah-dee-das or Adi-das |
| Adobe | Ah-doh-bee | Ah-dobe |
| Aesop | Ee-sop | Ay-sopp |
| Bayer | BY-er | BAY-er |
| Bebe | Bee bee | Beh beh or bay bay |
| Clinique | clee-neeque | Clin-eeek |
| Danone | Dan-on | Dan-own or Dan-one |
| Dr Oetker | Doc-tor Urt-ker | Doc-tor Oat-ker or Et-ker |
| Ellesse | El-ess | El-essie or El-ee-s or El-see |
| Estée Lauder | Est-eh Law-der | Est-ay Loud-er |
| Evian | Eh-vee-on | Evi-an or Ev-iun |
| Ferrero Rocher | fuh-RREH-rro RO-shay | fuh-reh-ro Ro-share |
| Glossier | Gloss-ee-ay | Glaa-see-ur |
| Godiva | Go-dee-vuh | Guh·dai·vuh or God-EYE-vuh |
| Guerlain | Ger-lah | Ger-lane |
| Haier | High-er | Hair or hay-er |
| Huawei | wHaa-way | Wa-way or Hugh-a-wee |
| Hugo Boss | Hoo-go Baas | Hyoo-go Boss |
| Ikea | ee-KAY-uh | Eye-key-ah or Eye-KAY-uh |
| Kérastase | keh-ras-tass | Keh-ra-stay-se |
| Kikkoman | Kick-oh-mun | Kick-er-man |
| L’Occitane | Lok-see-tahn | Lo-ocki-tayne |
| Lego | Le-go | Lay-go or Le-gow |
| Miele | Meal-uh | Mee-ell or Mee-lay |
| Nestlé | NEST-lay | Ness’l or Ness-lee |
| Nike | Ny-key | Ny’k |
| Nivea | Nee-ve-ah | Niv-ia |
| Nutella | New-TELL-uh | Nut-ella |
| NYX | Nix | N.Y.X. |
| Ocado | Uh-car-doh | Oh-car-doh |
| Reese’s | Rees-is | Rees-ees |
| Samsung | Sam-song | SAM-sung |
| Saucony | SAW-kun-ie | Saw-COH-nee or Sauce-oh-nee |
| Shein | She-in | Sheen |
| Sriracha | See-rotch-ah | Sri-rach-cha or suh-raa-chuh |
| Stila | STEE-la | Sty-la or Stil-ia |
| Stüssy | Stoo-see | Sta-see or Stuss-ee |
| Toblerone | Tobe-la-rone | Tobb-la-rone or Tob-le-one |
| Twinings | Twigh-nings | Twin-ings |
| Uniqlo | YOO-nee-klo | Yoo-nuh-klo |
| Xiaomi | SHAU-mee | Chow-my |
| Zara | Tsah-dah | Zah-rah |
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 names, Luxury 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.