The unintended complexity of commerce: The most commonly misspelt brand names

The factory investment comes as Mercedes-Benz and rival automakers around the globe are spending vast sums as part of a major industry-wide shift towards electrification – Copyright AFP/File GEORGES GOBET

What makes for a good brand name? Something simple for the consumer to spell might present a good place to start. Many of the world’s leading brands put themselves at a disadvantage due to the idiosyncrasy of syntax.

Mercedes-Benz is the most commonly misspelt brand in the entire world, with over 300,000 driven searches a month using an incorrect spelling. Gillette cuts into second, while Häagen-Dazs melts into third position.

This is based on the average monthly search volumes for misspelt terms compared with the number of correctly spelt searches. The data has been assessed by Pens.com, who gathered a list of 54 of the most famous global brands to identify the three most common search terms associated with each. The three most commonly misspelt variations of the brand names were also obtained. By combining these misspellings with the search terms, the nine most frequently misspelt terms and phrases were identified. The total search volume for these were then compared to correctly spelt searches to determine the ranking.

The top 10 most commonly misspelt brand names

1. Mercedes-Benz
2. Gillette
3. Häagen-Dazs
4. McDonald’s
5. Hennessy
6. Chanel
7. Microsoft
8. Budweiser
9. Coca-Cola
10. Heineken

These companies may wish they had adopted simpler names.

Mercedes-Benz

Motoring in at number one – Mercedes-Benz is the most misspelt brand name, with an average of 35,368.98 incorrect searches for every one million correct searches each month. The German automotive brand became the world’s largest premium vehicle brand in 2018, selling 2.31 million passenger cars.

The term ‘Mercedez’ is the most commonly misspelt, with 174,050 searches per month, followed by ‘Mersedes’ with 101,770 searches per month. ‘Mercedez usa’ is the most frequently misspelt phrase, with 1,170 searches per month.

On average there are 343,610 searches each month for the brand using the incorrect spelling.

Razor sharp

Gillette is second, with an average of 8,955.49 incorrect searches for every one million correct searches each month. Gillette is an American brand that sells safety razors and other personal care products such as shaving supplies.

The phrase ‘Gilette razor’ is the most commonly misspelt, with 5,760 searches per month, followed by ‘Gillete razors’ with 4,380 searches per month. ‘Gilette labs’ is close behind, with 4,210 searches per month.

On average, there are 19,280 searches each month for the brand using the incorrect spelling.

We all scream for ice cream

In third is Häagen-Dazs, with an average of 6,978.94 incorrect searches for every one million correct searches each month. Häagen-Dazs is an American brand established in 1960, which offer products like ice cream tubs, ice cream bars, ice cream cakes, sorbet, frozen yoghurt, and gelato.

‘Hagan Daz’ is the most common misspelling, with 1,400 searches per month, while ‘Haagen Das’ has 1,190. Overall, there are an average of 2,810 incorrect searches for the brand each month.

Highly processed food

McDonald’s ranks fourth, with an average of 2,896.10 incorrect searches for every one million correct searches each month. The American fast-food giant serves over 69 million customers daily in over 100 countries with items like their iconic French fries and Big Mac burger.

The phrase ‘MacDonalds menu’ is the most frequently misspelt, with 24,200 searches per month. There are 35,980 wrongly spelt searches for the brand every month on average.

Finest brandy?

In fifth is Hennessy, with an average of 2,630.63 incorrect searches for every one million correct searches each month. Hennessy is a French producer of cognac, selling approximately 102 million bottles a year.

‘Hennesy cognac’ is the most frequently misspelt phrase, with 1,720 searches per month, followed by ‘Hennessey cognac’, with 910 searches per month. Overall, there are an average of 4,100 incorrectly spelt searches for the brand every month.

Sweet smell of success

Chanel is sixth, with an average of 2,004.02 incorrect searches for every one million correct searches each month. The most commonly misspelt phrase is ‘coco Channel’, with 18,300 searches per month, with 25,140 incorrectly spelt searches for the brand overall per month.

Does this compute?

Microsoft is seventh, with an average of 1,443.04 incorrect searches for every one million correct searches each month. With 35,260 searches every month, ‘Microsft 365’ is the most misspelt phrase. In total, there are 107,350 wrongly spelt searches for the brand each month.

Hey Bud

Eighth is Budweiser, with an average of 1,273.02 incorrect searches for every one million correct searches each month. ‘Budwiser beer’ is the most misspelt phrase, with 1,260 searches every month.

Sugary syrup

Coca-Cola ranks ninth, with an average of 1,223.87 incorrect searches for every one million correct searches each month. The most commonly misspelt term is ‘Coka Cola’, with 6,240 searches every month.

Dutch lager

In tenth is Heineken, with an average of 891.37 incorrect searches for every one million correct searches each month. With 700 searches every month, ‘Heniken beer’ is the most incorrectly searched phrase.

Some names are simply tricky by design, others suffer from common pronunciation pitfalls that lead to frequent mistakes.