What PR challenge do Nike, IKEA, Porsche, Fjällräven, Adidas and Hoegaarden have in Common?

Commonly mispronounced brand names.

They all have brand names which are occasionally mispronounced and generally they don’t like it when that happens. Let’s see how knowledgeable you are….

NIKE: Should Nike rhyme with “like”? Apparently not! In 20114 Nike chairman Philip Knight confirmed the correct pronunciation was in fact “Ni-key” , after the Greek goddess of victory.

IKEA: Is Swedish so if you want to pronounce it correctly then, it should be “ee-kay-uh” not “eye-kee-ah”. The company’s name is an acronym that consists of the initials of Ingvar Kamprad (name of founder), Elmtaryd (the farm where he grew up), and Agunnaryd (his hometown in Småland, southern Sweden)

ADIDAS: Named after its founder Adolf ‘Adi’ Dassler who started making shoes in 1924 it’s “A-di-das” not “a-DEE-das”.

FJÄLLRÄVEN: Swedish for Arctic fox, the company makes outdoor clothing and equipment. And if you want to say their name correctly its “F-yarl-Rar-van”.

PORSCHE: Luxury car brand Porsche also takes its name from founder Ferdinand Porsche. His family name has two syllables: ‘Por-shuh’

HOEGAARDEN: Records of brewing in the village Hoegaarden, Belgium date back to 1445, when the local monks were enthusiastic brewers. If you feel like a Hoegaarden make sure you order a “Who-gar-den”.

If you know of other mispronounced brands we would be interested to hear about them….

First published by Adrian G Stewart at OOKII.Company

Adrian G Stewart

Adrian G Stewart

About adriangstewart

Senior executive with expert knowledge of all aspects of strategic marketing and a track record of creating sustainable competitive advantage. International management and leadership experience in both B2B and B2C organizations. Specialties:Strategic marketing management including; new product development, product life cycle management, business relationship management, market segmentation, marketing information systems, e-commerce and social media marketing.
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