The recent news of Kraft naming its global foods company “Mondel?z International” has sparked controversy in the business world, with Forbes describing the move as one that raises a “huge red flag”. The new name, meant to call to mind the image of a “delicious world”, is actually supposed to be pronounced “Mohn-dah-LEEZ”, hence the accent on the second ‘e’. This has incited mockery in the media, with CNN jokingly titling its article on the news of Kraft’s recent decision “Monde-what?”. On top of it being difficult to pronounce, Mondel?z sounds very similar to what was described as a “very dirty” word in Russian slang. As a result of all this, many have called for yet another rebrand, emphasizing the detrimental impact that the wrong name can have on brand equity and positioning. What we find particularly perplexing about the decision to opt for the name Mondel?z, though, is the
