Two British advertising students took it upon themselves to clarify the proper pronunciation of the iconic sports brand Nike by writing directly to then CEO Philip Knight. In a letter sent in 2014, they asked Knight to confirm whether it should be pronounced as ‘Nike’ or ‘Ni-ke’. Surprisingly, Knight responded by circling ‘Ni-ke’, settling the debate once and for all.
Despite this rare instance of clarification, Nike has generally stayed out of the pronunciation game. Unlike Hyundai, which has taken a more proactive approach to ensuring its name is pronounced correctly worldwide. An advertisement for Hyundai emphasizes that it should be pronounced as ‘He-oon-day’, with minimal attention given to the ‘y’ in the name.
In contrast to Nike’s laid-back attitude towards pronunciation, Hyundai seems keen on correcting any mispronunciations, especially in the UK where the ad campaign has garnered attention. However, some may question the importance of correctly pronouncing a brand’s name, as noted by marketing expert Mark Ritson.
While Hyundai’s focus on pronunciation may seem excessive to some, it highlights the company’s dedication to maintaining a consistent brand image globally. In a world where brand recognition is key, every detail, including pronunciation, can make a difference in consumer perception.
Ultimately, whether you say ‘Nike’ or ‘Ni-ke’, or ‘Hyundai’ or ‘He-oon-day’, what truly matters is the quality of the products and services these brands offer. So next time you lace up your Nike sneakers or hop into a Hyundai car, remember that it’s not just about how you say the name, but the experience they deliver.
