We're all supposed to stay hip and current (and by saying hip and current, we are immediately not hip and current) and that means knowing about all the latest, coolest brands around.
The only problem is - much like when Gotye, Sufjan Stevens and SBTRKT started getting famous - no one ever actually tells you how you're meant to pronounce these often strange and exotic words.
In fact, you've probably been saying many of them wrong for years - and you didn't even know.
Check below with 20 commonly mispronounced brand names (compiled by Made By Oomph) - and make a mental note of any you didn't already know - just so you can correct someone else in future and feel superior to them.
Nutella
Common pronunciation: nuh-tell-uh
Correct pronunciation: new-tell-uh
IKEA
Common pronunciation: eye-key-ah
Correct pronunciation: ih-key-yah
Hyundai
Common pronunciation: hi-un-dye
Correct pronunciation: hun-day
Porsche
Common pronunciation: porsh
Correct pronunciation: por-sha
Nike
Common pronunciation: nyke
Correct pronunciation: ni-key
Hoegaarden
Common pronunciation: ho-gar-den
Correct pronunciation: who-gar-den
Moschino
Common pronunciation: moss-chee-no
Correct pronunciation: moss-key-no
Hermes
Common pronunciation: her-meez
Correct pronunciation: air-mez
Fage
Common pronunciation: fahj
Correct pronunciation: fah-yay
Ocado
Common pronunciation: oh-car-doh
Correct pronunciation: uh-car-doh
Hublot
Common pronunciation: hub-lot
Correct pronunciation: oo-blow
Givenchy
Common pronunciation: gah-vin-chee
Correct pronunciation: zhee-von-she
Volkswagen
Common pronunciation: volks wag-en
Correct pronunciation: vo-ks var-gun
Lamborghini
Common pronunciation: lam-bor-gini
Correct pronunciation: lam-bor-gee-nee
Miele
Common pronunciation: mee-ell
Correct pronunciation: meal-uh
Adidas
Common pronunciation: AH-dee-das
Correct pronunciation: ah-DEE-das
Tag Heuer
Common pronunciation: tag hew-air
Correct pronunciation: tag haw-yer
Huawei
Common pronunciation: hugh-ah-way
Correct pronunciation: wah-way
Miu Miu
Common pronunciation: mee-oo mee-oo
Correct pronunciation: mew-mew
Stella Artois
Common pronunciation: stell-ah ar-twahs
Correct pronunciation: stell-ah ar-twa
