After all, there were plenty of snickers when Apple Inc. unveiled the iPad, which critics said sounded like a high-tech feminine hygiene product. Now, the iPad is by far the No. 1 selling tablet worldwide. Then there's the classic example in the 1970s of the Chevrolet car called Nova, which means "no go" in Spanish. Despite urban legend, a Chevy spokesman said the model sold well in Latin America because the term is pronounced differently there.
That's what Conti, the branding expert, is guessing would happened if shareholders decide to vote in favor of naming Kraft's global snacking business "Mondelez."
"The sound and structure rolls off the tongue like a delicious treat," he said. "The romance language is great because you want to eat the language itself because it's so beautiful."
If shareholders reject the name, the company will continue to be called "Kraft Foods Inc." while the North American grocery business will be called "Kraft Foods Group Inc."
But it appears that Kraft is confident that Mondelez will pass muster; the company already reserved the ticker symbol "MDLZ" and website www.mondelez.com.
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