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You say your favorite brands are wrong! The map reveals the most mispronounced brands around the world – including IKEA, Tetris and Tommy Hilfiger


From Peugeot to Marlboro, brands around the world face an unusual challenge: getting people to pronounce their names correctly.

Whether it’s high-fashion handbags or high-performance cars, international customers often find it difficult to pronounce many of the world’s most popular brands.

Analysts at Business Financing looked at data from Forvo, an online pronunciation dictionary, to find out which brands they listen to the most.

Perhaps unsurprisingly, it’s French brands that claim the top spot as the least pronounceable companies in the world.

France’s Société Générale is the most mispronounced brand in the world, having been listened to 2.1 million times.

Analysts at Business Financing looked at data from Forvo, an online pronunciation dictionary, to find out which brands were listened to the most

From Peugeot (pictured) to Marlboro, brands around the world face an unusual challenge: getting people to pronounce their names correctly

From Peugeot (pictured) to Marlboro, brands around the world face an unusual challenge: getting people to pronounce their names correctly

10 Most Mispronounced Brands Around the World

  1. Societe Generale
  2. Peugeot
  3. Porsche
  4. Tommy Hilfiger
  5. IKEA
  6. BMW
  7. Citroën
  8. Marlboro
  9. Mercedes-Benz
  10. Louis Vuitton

France has the dubious honor of being home to four of the world’s top 10 least pronounceable brands.

Peugeot came in second with 1.7 million listens on Forvo, more than twice as many as third-placed Porsche.

Citroen, meanwhile, came in seventh with 443,000 listens, while Louis Vuitton was the tenth least pronounceable brand with 412,000 listens.

In the UK, the least pronounceable brand (at least among English speakers) was Burberry.

The clothing brand was listened to 141,000 times by those who wanted to get the perfect British pronunciation.

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Elsewhere in Europe, Sweden’s Ikea also ranked very high as one of the least pronounceable brands with 561,000 listens.

In fact, there’s a pretty good chance you’ve been pronouncing it wrong, too.

While most Brits would pronounce furniture store with some variation of «Eye-key-ah», the actual Swedish pronunciation is more like «Ee-kay-uh».

In the world of food and drink, it turns out that alcohol brands are the hardest to tell, even before you taste some of their products.

In the world of food and drink, it turns out that alcohol brands are the hardest to tell, even before you taste some of their products.

Sweden's Ikea also ranked very high as one of the least pronounceable brands with 561,000 listens

Sweden’s Ikea also ranked very high as one of the least pronounceable brands with 561,000 listens

The least pronounceable German brand may come as a surprise as BMW claims the top spot.

Despite having only three letters, the name of the car brand has been listened to 467,000 times.

Outside of Europe, the most mispronounced brand in the US was Tommy Hilfiger, with nearly 600,000 listens.

The name is so often confused that Tommy Hilfiger himself reportedly considered naming the brand Tommy Hill to make it easier for customers.

In Asia, the least pronounceable brand was Hitachi, which was listened to 303,000 times.

France has the dubious honor of being home to four of the world's top 10 least pronounceable brands

France has the dubious honor of being home to four of the world’s top 10 least pronounceable brands

The least pronounceable brand in Asia was Hitachi, which was listened to 303,000 times.

In Asia, the least pronounceable brand was Hitachi, which was listened to 303,000 times.

To get this right, it’s worth remembering that Hitachi is actually made up of two distinct Japanese Kanji characters: «hi» means sun and «tachi» means rise.

The title should sound more like ‘Hit Archie’ with extra emphasis on the first syllable.

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Elsewhere in Asia, South Korean brand Samsung also caused confusion as people checked the pronunciation 302,000 times.

In the world of food and drink, alcohol brands are the worst to talk about before you even taste one of their products.

Germany’s Jagermeister was the heaviest with 256,000 listens.

Budweiser was the hardest US brand to pronounce with 128,000 listens, while in the UK Chivas Regal proved the most difficult with 56,000 listens.

And in fashion, while Tommy Hilfiger claims the top spot, French brands have again proved particularly difficult.

Louis Vuitton, Hermes, Givenchy, Balenciaga and Chloe all made the top 10 least pronounceable fashion brands.



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