What’s in a Name? Krafting the Mondelez Brand

Illustration by 731 Lexington, Photo: Getty Images

Kraft’s decision to name its snacks division “Mondelez International” left the media with two key questions. The first question: How is it pronounced? Does one say MOHN-dah-lezz? Mohn-DAH-lezz? Mohn-dah-LEEZ? (The correct answer is the latter.) The second question: What does it mean? Pronunciation aside, the name is not intuitive and does not clearly convey a meaningful association. (The name is derived from the words “mundus,” Latin for “world,” and “delez,” a proxy for the word “delicious.”)

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