Which brands are unpronounceable for you? According to a study conducted last March by the organization Business Name Generator (BNG), some brands fork the French, first and foremost the Anglo-Saxon brands. The organization's analysts looked at the annual volume of Google searches on the pronunciation of 150 international brands in France, and 150 French brands worldwide. Do you make those mistakes?
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These names are often mispronounced when written in a language different from that of the speaker. Thus, in France, we have a hard time pronouncing Anglo-Saxon brand names. Moreover, many of us are looking for their pronunciation... Every year, BNG counts respectively 2040 and 1200 searches for LinkedIn and Google, 840 for Nike. Abroad, French brands also pose pronunciation problems. This is the case for Hermès or Louis Vuitton, which were searched 97,200 and 70,560 times respectively.
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So what are the brand names most flayed by the French? First comes the name of the famous social network of the company and employment: LinkedIn. It is pronounced "Link-tine" because of a combination of two words: "linked in". Then comes the American company Google, which should be pronounced: "Gou-gole". Finally, in third place of the least pronounced brand names, is Nike. In English, the final "e" should be pronounced "i". So we should say "Naïki", so that the brand name rhymes with "spicy".
What about other brands? We find Apple, which should be pronounced "A-pol", followed by YouTube says "You-Tyoub" and in eighth place Huawei, says "Wa-weï".
A challenge for brands
What is behind the pronunciation of brand names? The name that a brand gives itself participates in the strength of its image. Taking into account the pronunciation of this name therefore makes it possible to "ensure that it can be easily pronounced and memorized in different languages and cultures," explains Chloé Chai, spokesperson for BNG, in the study. For some brands, the challenge is also to avoid the anglicization of their name, to preserve their correct pronunciation and identity. This is the case, for example, of IKEA (pronounced I-ké-a), which focused on the native pronunciation of its name. So, do you pronounce these brand names correctly?