My point, which you seem to not understand, is that the company doesn't define how the name is pronounced

They do. They created the product they get to create the pronunciation.

It was a word before they used it.

Are you talking about Nike or gif, cause gif was not a word before.

And "gif" is an acronym first, regardless of what the creator of the image format might think.

… this has no bearing on the pronunciation at all.