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News Summary: Kraft to vote on new name 'Mondelez'

AP News
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Posted: May 21, 2012 2:11 PM
News Summary: Kraft to vote on new name 'Mondelez'

THE GIST: Shareholders of Kraft Foods Inc. are set to vote Wednesday on `Mondelez' as the name for its new snack food business.

THE INITIAL REACTION: The name elicited jokes from the media when it was first unveiled in March. But many names that were initially mocked have gone on to become powerful brands _ just think of the tittering that first accompanied the iPad.

THE BIG PICTURE: Companies put a lot of research into names and understand that initial reactions are often negative; Kraft says Mondelez was the result of a four-month process that included consumer testing in 28 languages.