Where Do Brand Names Come From?
n 2012, Kraft Foods announced its new global snack business: Mondelez. According to the company, it’s pronounced “mon-dah-LEEZ.” If this sounds unfamiliar or simply odd, don’t doubt yourself: it is an invented word based on the Latin for world (mundus) and delicious. Despite that clever origin, the word still sounds funny, and it was not immediately well received. Who comes up with these names? Brand …