When Kogyo was looking for a romanized name to use to market themselves, they strongly considered using their initials, TTK. The primary reason they did not is that the railway company
Tokyo Kyuko was known as TKK.
[12]. The company occasionally used the acronym "Totsuko" in Japan, but Morita discovered that Americans had trouble pronouncing that name, during his visit to the United States. Another early name that was tried out for a while was "Tokyo Teletech" until Morita discovered that there was an American company already using Teletech as a brand name.
[13]
The name "Sony" was chosen for the brand as a mix of the
Latin word
sony, which is the root of sonic and sound, the
English word "sony", and from the word
sony-sony which is Japanese
slang for "
whiz kids". Morita pushed for a word that does not exist in any language so that they could claim the word "Sony" as their own (which paid off when they sued a
candy producer using the name, who claimed that "Sony" was an existing word in some language).
[12]
At the time of the change, it was extremely unusual for a Japanese company to use
Roman letters instead of
kanji to spell its name. The move was not without opposition: TTK's principal bank at the time,
Mitsui, had strong feelings about the name. They pushed for a name such as Sony Electronic Industries, or Sony Teletech.
Akio Morita was firm, however, as he did not want the company name tied to any particular industry. Eventually, both Ibuka and Mitsui Bank's chairman gave their approval.
[14] 
