Revealed: The brands names YOU'VE been saying incorrectly for years

Revealed: The famous brands names YOU’VE been pronouncing incorrectly for years (and how you should be saying them)

  • Many Brits have stumbled on the correct way to pronounce these brands 
  • READ MORE: Language experts reveal how to pronounce 10 brand names

They are some of the most famous brands in the world – but some people still don’t know how to correctly pronounce their names. 

From luxury Italian brand Versace to Swedish flat-pack furniture giant Ikea, these companies’ chosen monikers have left Brits stumbling. 

Whether it’s their foreign origins or confusing spelling, some brand names have proven to be real tongue twisters and many have been pronouncing them wrong. 

Here FEMAIL reveals which brands consistently have their names said wrong, and reveals what the correct pronunciation is for each.  

FEMAIL reveals how to actually pronounce the names of these brands, which have left Brits stumbling over the years


Hermès is the most commonly mispronounced fashion brand. The name of this brand can be difficult if you don’t speak the native language, but it is correctly pronounced ‘EHR-mez’. 

Another French luxury fashion house, Louis Vuitton, has been a real tongue twister for some, and is correctly pronounced ‘lou-ee VWEE-tah-n’.

Versace is also one of the most mispronounced brand names. The epitome of Italian luxury, founded by Gianni Versace in 1978, is currently creatively led by his sister, Donatella. 

The designer and businesswoman has even called out mispronouncing people in an iconic video where she cleared things up saying: It’s not ‘ver-sah-chee,’ it’s ‘Ver-sah-CHEH.’

Similarly sporting brand Nike has caused much debate about the pronunciation of its name, taken from the Greek goddess of victory.

The name is pronounced ‘ni-key’ not ‘nyke’ as it is commonly known.

This was made clear in June 2014 when Philip Knight, the chairman of the board of directors at Nike, was sent a letter asking him to circle whether Nike is pronounced as ‘Nike’ or ‘Nikey’.

Ben Martin and Kendal Peters, who sent the letter, posted a photo of the returned sheet where the latter is circled.

Adidas, another sports brand, is pronounced ‘a-DEE-das’ with the emphasis on the second syllable, not ‘AH-dee-das’, which is common in the UK.

Another faux pas is referring to French brand Givenchy as ‘ga-vin-chee’. Those wanting to master this pronunciation need to affect a slight French accent and say: ‘zhee-von-she’. Favourtie of the Kardashians, Balmain is pronounced ‘bal-ma’ and Balenciaga has a soft ‘C’ – pronounced ‘bah-len-see-ah-gah.’

Also very confusing for some is Swiss luxury watchmaker Hublot.

Though to we Brits it may read as ‘hub-lot’, the correct way to pronounce the name is ‘oo-blow’.

Italian brand Bulgari, known for its jewellery, watches and fragrance is also commonly referred to as ‘bul-gar-ree’, which is incorrect. It should in fact be pronounced: ‘bul-guh-ree’.

….so do you know how to pronounce these labels?  

  • L’Occitane
  • Cerave 
  • Hublot 
  • Dior 
  • Louis Vuitton
  • Schwarzkopf
  • La Roche-Posay
  • Hyunday
  • Estee Lauder 
  • Laneige 
  • Heuer Tag
  • Chevrolet 
  • Hoegaarden 
  • Moschino
  • Shiseido
  • Versace
  • Hermes
  • Stella Artois
  • Nutella 
  • Fage
  • Huawei 
  • Renault
  • Balmain
  • Nike
  • Glossier 
  • Givenchy
  • Jacquemus 
  • Yves Saint-Laurent
  • Lamborghini 
  • Adidas 
  • Adobe 
  • Balenciaga 
  • Volkswagen
  • Bulgari 
  •  Ikea


  •  Lox-ee-tahn
  • Cer-ah-vee 
  • Hoo- Miele Meal–u 
  • Dee-oar 
  • lou-ee VWEE-tah-n 
  • Shvaats-kopf 
  • La Rou-Shh Po-say 
  • Hun-day 
  • Ess-Tay Law-der 
  • La-Ne Jeu 
  • Haw-yer Tag
  • Shev-ro-lay 
  • Who-gar-den 
  • Moss-key-no 
  • She-say-do 
  • Ver-sah-cheh 
  • EHR-mez 
  • Stell-Ah-Ar-Twa 
  • New-tell-uh 
  • Fah-yay 
  • Wah-Way 
  • Ren-oh 
  • Bal-mah 
  • Ni-key
  • Gloss-ee-yay 
  • Jee-Vohn-Shee 
  • Zhak-Moose 
  • Eve San Lor-Raun 
  • Lam-bor-gee-nee 
  • A-DEE-das 
  • Ah-doh-bee 
  • Bah-lee-see-ah-gah 
  • Vo-ks Var-gun 
  • Bull-gah-ree 
  • Ee · kay · uh 


Beauty brands can also leave some people tongue-tied. 

The uber popular American brand Glossier has been leaving people scratching their heads as to how to say its name, with some pronouncing it: ‘Gloss-ee-ur.’

The correct way to pronounce it is actually ‘gloss-ee-yay.’  

Many people have been confused about how to pronounce L’Occitane, the name of the French beauty retailer.  

If you’ve ever wondered how to pronounce the Provence-inspired brand, chances are you’re not alone. The right way to pronounce is ‘lox-EE-tahn’.

CeraVe has also proved thorny for some. The brand is known for its skincare products formulated to help restore the skin’s protective barrier. 

If you weren’t sure how to say it, the correct pronunciation is ‘CER-ah-vee’.


Nutella, which has long been Britain’s favourite hazelnut chocolate spread, is officially pronounced ‘new-tell-uh’ – not ‘nuh-tell-uh’ as many UK fans use. 

This announcement made headlines back in September 2015 when the Italian manufacturer Ferrero made the revelation on the official Nutella website in the Frequently Asked Questions section. 

Popular lager Stella Artois often has people fooled with it’s French name. While is common for people to pronounce the ‘S’ on the end, the correct way to order this drink is ‘stel-ah ar-twa’.

Hoegaarden, producers of a wheat beer from Belgium, is normally pronounced ‘ho-gar-den’ by Brits ordering the drink. However, in the country where it is made it is referred to as ‘who-gar-den.’


Car brands can also prove tricky to pronounce. German automobile manufacturer Porsche is pronounced ‘por-sha’, not ‘porsh’, and South Korean car company Hyundai should be said ‘hun-day’, not ‘hi-yun-dai.’

German Volkswagen is also a bit of a tongue-twister. The ‘L’ is, in fact, silent, so the word is pronounced ‘vo-ks var-gen’.

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