A new approach to automatic speech recognition is disclosed. An example method include receiving a first text representing speech recognition of a phrase spoken by a user, isolating a candidate named entity from within the phrase, receiving a first phonetic representation of the candidate named entity, comparing the first phonetic representation to phonetic representations in a mapping database which map the phonetic representations to words to yield a comparison, based on the comparison, identifying a second phonetic representation in the mapping database that matches a second text in the mapping database to the second phonetic representation and replacing the candidate named entity with the second text. The approach can be used for new brands for which automatic speech recognition error rates are high.