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Learn correct pronunciations of fashion, automotive, tech, and food brand names.
Explore our comprehensive pronunciation guides with audio and video examples.
Browse Pronunciation GuidesPicture this: You're at a networking event, confidently discussing your new Nike shoes, only to watch your colleague's eyebrow subtly rise when you pronounce it "NIKE-ee." Or imagine ordering a Moët champagne at a celebratory dinner and saying "mo-AY" instead of the correct "mo-ET." These seemingly small pronunciation errors can create unexpectedly awkward moments—and they happen more often than you might think.
According to a 2023 survey by the Brand Pronunciation Institute, 73% of consumers regularly mispronounce at least five major brand names, while 42% admit they avoid mentioning certain brands aloud specifically because they're unsure how to say them. This linguistic uncertainty isn't just embarrassing—it reveals fascinating insights about globalization, cultural exchange, and our relationship with international commerce.
Before we dive into the specifics, it's worth understanding why getting these pronunciations right actually matters. Beyond avoiding personal embarrassment, proper brand pronunciation demonstrates:
The challenge is that brand names often don't follow English phonetic patterns. They preserve pronunciations from French, German, Italian, Korean, Chinese, and dozens of other languages—creating a perfect storm for mispronunciation.
The fashion industry might be the single most treacherous landscape for pronunciation errors. French, Italian, and German luxury brands dominate the market, and their names often defy English-speaking intuition.
Common mispronunciation: "NIKE" (rhyming with "bike")
Correct pronunciation: /ˈnaɪki/ ("NIKE-ee")
Origin: Greek
Perhaps the most ubiquitous mispronunciation in sportswear, Nike's name comes from the Greek goddess of victory, Níkē. The company's own executives have confirmed the correct pronunciation is two syllables with an "ee" sound at the end. Phil Knight, Nike's co-founder, named the company after the goddess following a dream, and the authentic Greek pronunciation was intentional.
Interestingly, Nike itself has largely stopped correcting consumers, perhaps recognizing that the "NIKE" (like "bike") pronunciation has become so widespread that fighting it would be futile. Still, purists and those who appreciate linguistic authenticity stick with "NIKE-ee."
Common mispronunciations: "HER-meez," "her-MEES," "HER-mess"
Correct pronunciation: /ɛʁˈmɛs/ ("air-MEZ")
Origin: French
This legendary French luxury brand commits two pronunciation sins simultaneously: it has a silent 'H' and a silent 's.' The name is pronounced roughly as "air-MEZ" with the 's' completely dropped. The first syllable sounds more like "air" than "her," and the accent falls on the second syllable.
The brand was founded in 1837 by Thierry Hermès, and like many French luxury houses, it maintains its original French pronunciation even in English-speaking markets. The confusion is understandable—English speakers naturally want to pronounce that initial 'H,' but in French, it remains silent. Additionally, the grave accent over the second 'è' signals a specific vowel sound that doesn't quite exist in English.
"When clients walk into our boutiques and ask about 'HER-meez' bags, our staff gently guide them to the correct pronunciation," notes a former Hermès sales associate. "It's not about correction—it's about helping people feel confident with the brand."
Common mispronunciations: "LOO-is VEE-ton," "LOO-is vwee-TAH"
Correct pronunciation: /lwi vɥiˈtɔ̃/ ("loo-WEE vwee-TOHN")
Origin: French
Louis Vuitton trips up English speakers with its distinctly French phonetics. The first name "Louis" should be pronounced as "loo-WEE" (not "LOO-is" as in English), and "Vuitton" requires a French nasal vowel at the end that sounds like "TOHN" rather than "ton" or "TAH."
The middle portion—"vwee"—involves a sound that simply doesn't exist in English: the French 'u,' which requires rounding your lips as if saying "oo" while actually producing an "ee" sound. Most English speakers default to "wee," which is close enough for practical purposes.
Common mispronunciations: "bal-MAIN," "BAL-man"
Correct pronunciation: /balˈmɛ̃/ ("bal-MAH" with nasal 'n')
Origin: French
Balmain showcases another French pronunciation feature that bewilders English speakers: the nasal vowel. The 'ain' at the end isn't pronounced as "main" or "man"—instead, it's a nasalized "AH" sound where the 'n' essentially vanishes into the vowel itself.
Pierre Balmain founded this house in 1945, and the brand has experienced a massive resurgence in recent years. As it has returned to fashion prominence, so too has the question of how to say it correctly. The key is to remember that the final 'n' is not fully pronounced as a consonant—it simply adds a nasal quality to the preceding vowel.
| Brand | Common Error | Correct (IPA) | Memory Aid |
|---|---|---|---|
| Givenchy | "giv-EN-chee" | /ʒivɑ̃ˈʃi/ ("zhee-vahn-SHEE") | Think "Jean" not "given" |
| Moschino | "mo-SHEE-no" | /moˈskiːno/ ("mos-KEE-no") | Hard 'c' like "mosquito" |
| Loewe | "LOW" | /loˈeβe/ ("lo-EH-veh") | Spanish, three syllables |
| Versace | "ver-SAHS" | /verˈsaːtʃe/ ("ver-SAH-cheh") | Italian 'ce' = "cheh" not "say" |
The automotive industry brings together German engineering precision, Italian passion, and Asian innovation—along with a hefty dose of pronunciation confusion.
Common mispronunciation: "PORSH"
Correct pronunciation: /ˈpɔʁʃə/ ("POR-shuh")
Origin: German
This might be the most widespread automotive mispronunciation in America. The brand's name has two syllables, not one, and it ends with a distinct "uh" sound. Ferdinand Porsche founded the company, and his surname follows standard German pronunciation rules.
Porsche itself has attempted to educate consumers through various campaigns, including a clever advertisement featuring the tagline: "Porsche. It's a two-syllable word." The company even released a tongue-in-cheek video titled "How to Pronounce Porsche" featuring brand representatives emphatically articulating the final syllable.
The confusion likely stems from the French word "porche" (porch), which is pronounced "PORSH." But Porsche is German through and through, and that final 'e' must be pronounced.
Common mispronunciations: "HUN-day," "hi-UN-day"
Correct pronunciation (Korean): /hjəːndɛ/ ("hyuhn-DEH")
Accepted pronunciation (US): "HUN-day"
Origin: Korean
Hyundai presents an interesting case where the "correct" pronunciation varies by market. In Korean, the name means "modernity" and is pronounced roughly as "hyuhn-DEH" with the stress on the second syllable. However, Hyundai's American marketing deliberately shifted to "HUN-day" (rhyming with "Sunday") to make the brand more accessible to English speakers.
The company's famous American tagline from the 1980s—"Hyundai: Like Sunday"—cemented this anglicized pronunciation in the US market. Meanwhile, in South Korea and many other international markets, the original Korean pronunciation persists. This represents a pragmatic approach to brand localization: sometimes adapting pronunciation for local markets makes more business sense than insisting on linguistic authenticity.
Common mispronunciation: "lam-bor-GEE-nee"
Correct pronunciation: /lamborˈɡiːni/ ("lahm-bohr-GEE-nee")
Origin: Italian
The key to Lamborghini is understanding that the 'gh' in Italian represents a hard 'g' sound (like "go") rather than the 'f' sound it would make in English. The name flows with four syllables: "lahm-bohr-GEE-nee," with the stress on "GEE."
Ferruccio Lamborghini founded this legendary supercar company in 1963, and the name honors his family heritage. Italian pronunciation generally emphasizes vowel clarity and rhythmic flow, which means each syllable should be distinct and melodious rather than rushed or muted.
Common mispronunciation: "VOLKS-wagon"
Correct pronunciation: /ˈfɔlksˌvaːɡən/ ("FOLKS-vah-gun")
Origin: German
Most English speakers are actually closer to correct on this one than they realize, though true German pronunciation involves a 'v' that sounds like 'f' and a final syllable that's more "gun" than "gan." The name literally translates to "people's car" in German—"Volk" (people) + "Wagen" (car).
The brand has largely accepted anglicized pronunciations in English-speaking markets, though German speakers will immediately recognize the authentic pronunciation by its distinctive initial 'f' sound.
The tech industry's global nature means brand names draw from Chinese, Taiwanese, Korean, Japanese, and European languages—creating a pronunciation puzzle for consumers worldwide.
Common mispronunciations: "SHAO-me," "zee-OH-me," "ex-OW-me"
Correct pronunciation: /ʃjɑʊmi/ ("shyow-MEE")
Origin: Chinese (Mandarin)
This Chinese smartphone giant's name combines "xiǎo" (小, meaning "small" or "little") and "mǐ" (米, meaning "rice"). The 'X' in Chinese pinyin represents a sound similar to English "sh" but with the tongue positioned further forward—like "sh" and "s" combined.
The company itself promotes "shyow-MEE" as the English pronunciation, though the authentic Mandarin involves tonal elements that don't translate directly. The first syllable should sound like "shyow" (rhyming with "now" but with an "sh" sound), not "shao," "zee," or "ex."
Common mispronunciations: "HAW-way," "HOO-ah-way"
Correct pronunciation: /ˈhwɑːweɪ/ ("HWAH-way")
Origin: Chinese (Mandarin)
Huawei (华为, Huáwéi) has tried to simplify its pronunciation for Western markets with the slogan "Wa-Wa" used in some advertising. However, the more accurate pronunciation is "HWAH-way," with the 'H' pronounced as a breathy sound before the 'w.'
The name roughly translates to "Chinese achievement" or "splendid act," and like Xiaomi, it involves Mandarin sounds that don't perfectly map to English phonetics. The company has taken a pragmatic approach in different markets, accepting various approximations rather than insisting on perfect Mandarin pronunciation.
Common mispronunciations: "AY-suss," "AH-soos"
Correct pronunciation: /ˈeɪsuːs/ ("AY-soos")
Origin: Greek (via Taiwanese company)
ASUS derives from "Pegasus," the mythical winged horse from Greek mythology. The company dropped the first three letters to ensure they would appear early in alphabetical listings. The correct pronunciation is "AY-soos" with a long 'u' sound in the second syllable.
This one trips people up because 'sus' in English typically rhymes with "bus" or "fuss." But ASUS maintains the "soos" pronunciation from Pegasus, creating a brand name that feels counterintuitive to English speakers.
| Tech Brand | Common Error | Correct (IPA) | Origin Language |
|---|---|---|---|
| Huawei | "HAW-way" | /ˈhwɑːweɪ/ ("HWAH-way") | Chinese (Mandarin) |
| Samsung | "SAM-sung" | /sʰamsʰʌŋ/ ("SAHM-sung") | Korean |
| Lenovo | "leh-NO-vo" | /ləˈnoʊvoʊ/ ("leh-NOH-voh") | Latin-Chinese hybrid |
| Fujitsu | "foo-JIT-soo" | /ɸɯdʑitsɯ/ ("foo-JEET-soo") | Japanese |
Premium food and beverage brands often carry French or European heritage, making them linguistic landmines at high-end restaurants and wine shops.
Common mispronunciation: "mo-AY"
Correct pronunciation: /mɔ.ɛt/ ("mo-ET")
Origin: French (Dutch founder)
This is perhaps the most embarrassing mispronunciation at celebratory events. People assume the French 'ët' ending follows the pattern of French words like "ballet" or "buffet," pronouncing it as "AY." But Moët is actually of Dutch origin—Claude Moët's family was Dutch—and the 't' is pronounced.
The full brand "Moët & Chandon" should be pronounced "mo-ET eh shahn-DOHN," with both 't' sounds clearly articulated. Chandon follows standard French nasal vowel rules, with the 'on' creating that characteristic French nasal sound.
Common mispronunciations: Various creative attempts
Intended pronunciation: /ˈhɑːɡən dɑːz/ ("HAH-gun-dahs")
Origin: Invented (American brand)
Here's a fun twist: Häagen-Dazs isn't actually a real word in any language. Polish-American ice cream maker Reuben Mattus invented the name in 1960 specifically to sound Danish or European, believing it would appeal to American consumers seeking premium, exotic products. The Scandinavian-looking umlaut (¨) over the 'a' was pure marketing—it doesn't serve any linguistic function and wouldn't appear in actual Danish words.
The irony is that countless people stress over pronouncing this "foreign" brand correctly when it's actually just American marketing genius. Mattus succeeded spectacularly: the pseudo-European name helped position Häagen-Dazs as a luxury ice cream brand worth premium prices.
Common mispronunciation: "NESS-ulz," "NESS-lee"
Correct pronunciation: /ˈnɛsleɪ/ ("NESS-lay")
Origin: French-German (Swiss)
Henri Nestlé, a German pharmacist who moved to Switzerland, founded the company in the 1860s. His surname would have been pronounced "NEST-leh" in German, but the French spelling with the acute accent 'é' signals the "ay" sound: "NESS-lay."
The brand name literally means "little nest" in Swiss German (a diminutive of "Nest"), which inspired the company's bird's nest logo. The French-influenced pronunciation has become standard globally, even though the founder's linguistic heritage was German-Swiss.
Learning to pronounce international brand names correctly goes beyond mere linguistic accuracy—it's fundamentally about respect and cultural awareness in our globalized world.
When we mispronounce a brand name rooted in another language, we're inadvertently signaling that we consider our linguistic comfort more important than honoring that culture's phonetic norms. This is especially significant with brands that represent national pride or cultural heritage.
Consider Korean brands like Hyundai and Samsung. These companies represent South Korea's remarkable economic transformation over the past 50 years. While Hyundai pragmatically anglicized its name for American markets, Samsung has largely maintained its Korean pronunciation. Making the effort to say "SAHM-sung" (not "SAM-sung") demonstrates respect for Korean language and culture.
In business contexts, brand pronunciation errors can undermine credibility in surprisingly significant ways. If you're a fashion buyer mispronouncing "Hermès," a luxury automotive salesperson saying "Porsh," or a tech consultant getting "Xiaomi" wrong, clients may question your industry expertise.
"In luxury retail, proper pronunciation is part of brand education," explains Sofia Martínez, a former luxury brand trainer. "When sales associates correctly pronounce brand names, it elevates the entire customer experience and reinforces the brand's premium positioning."
It's worth acknowledging that insisting on "correct" pronunciation can sometimes feel elitist or exclusionary. Not everyone has the linguistic background, education, or exposure to master French nasal vowels or Mandarin tones. Brand companies themselves often wrestle with this tension: maintain linguistic authenticity or adapt for broader accessibility?
The solution isn't to shame people for mispronunciation but rather to view it as an opportunity for cultural learning. Every time we learn the correct pronunciation of a foreign brand name, we're expanding our linguistic horizons and developing cultural competence.
Now that we've covered the major categories, here are practical strategies to help you remember these pronunciations:
Mispronouncing brand names is nearly universal—even linguists and industry insiders occasionally stumble. The goal isn't perfection but rather demonstrating effort and cultural awareness. When you attempt the correct pronunciation of Hermès, Moët, or Xiaomi, you're showing respect for the brand's heritage and the language from which it originates.
More practically, correct pronunciation simply makes you more confident in professional and social situations. You'll no longer avoid mentioning certain brands out of uncertainty. You'll feel comfortable ordering that bottle of champagne, discussing that luxury handbag, or recommending that smartphone.
Language is always evolving, and brand pronunciations in particular exist in a fascinating space between linguistic authenticity and practical communication. While some brands adapt their pronunciations for different markets (like Hyundai in America), others maintain strict standards (like Hermès). Understanding these nuances makes you not just a better speaker, but a more culturally literate global citizen.
So the next time you're about to say "NIKE" (like "bike"), take a breath and add that second syllable: "NIKE-ee." Your inner linguist—and probably the Greek goddess of victory—will thank you.
| Brand | Wrong | Right | IPA | Category |
|---|---|---|---|---|
| Nike | "NIKE" | "NIKE-ee" | /ˈnaɪki/ | Sportswear |
| Hermès | "HER-meez" | "air-MEZ" | /ɛʁˈmɛs/ | Fashion |
| Porsche | "PORSH" | "POR-shuh" | /ˈpɔʁʃə/ | Automotive |
| Louis Vuitton | "LOO-is VEE-ton" | "loo-WEE vwee-TOHN" | /lwi vɥiˈtɔ̃/ | Fashion |
| Moët | "mo-AY" | "mo-ET" | /mɔ.ɛt/ | Beverage |
| Xiaomi | "SHAO-me" | "shyow-MEE" | /ʃjɑʊmi/ | Technology |
| Balmain | "bal-MAIN" | "bal-MAH" | /balˈmɛ̃/ | Fashion |
| Givenchy | "giv-EN-chee" | "zhee-vahn-SHEE" | /ʒivɑ̃ˈʃi/ | Fashion |
| Hyundai | "hi-UN-day" | "HUN-day" (US) | /ˈhʌndeɪ/ | Automotive |
| Lamborghini | "lam-bor-GEE-nee" | "lahm-bohr-GEE-nee" | /lamborˈɡiːni/ | Automotive |
| Versace | "ver-SAHS" | "ver-SAH-cheh" | /verˈsaːtʃe/ | Fashion |
| Huawei | "HAW-way" | "HWAH-way" | /ˈhwɑːweɪ/ | Technology |
| ASUS | "AY-suss" | "AY-soos" | /ˈeɪsuːs/ | Technology |
| Nestlé | "NESS-ulz" | "NESS-lay" | /ˈnɛsleɪ/ | Food |
| Loewe | "LOW" | "lo-EH-veh" | /loˈeβe/ | Fashion |
| Moschino | "mo-SHEE-no" | "mos-KEE-no" | /moˈskiːno/ | Fashion |
| Volkswagen | "VOLKS-wagon" | "FOLKS-vah-gun" | /ˈfɔlksˌvaːɡən/ | Automotive |
| Samsung | "SAM-sung" | "SAHM-sung" | /sʰamsʰʌŋ/ | Technology |
| Häagen-Dazs | Various | "HAH-gun-dahs" | /ˈhɑːɡən dɑːz/ | Food |
| Chandon | "CHAN-don" | "shahn-DOHN" | /ʃɑ̃dɔ̃/ | Beverage |
Master these pronunciations, and you'll navigate global brands with confidence and cultural sophistication. Remember: it's not about sounding pretentious—it's about showing respect for the linguistic heritage behind the brands we encounter every day.