October 24, 2005
Product Naming: Vivera Inks by HP
I couldn't agree more with Duct Tape Marketing's view that HP's Vivera ink name is difficult to pronounce and understand in the radio spot.
In fact, in November of 2004, we conducted research among a national random sample of 414 consumers. Not surprisingly, only 15% of consumers selected the correct pronunciation of Vivera (vǝv âr'ǝ).
In sum, I think it's very important to consider how name candidates sound and if most consumers can pronounce them.
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