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.
