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October 24, 2005

Product Naming: Vivera Inks by HP

vivera I couldn't agree more with view that HP's Vivera ink name is difficult to pronounce and understand in the radio spot.

In fact, in November of 2004, we 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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Posted by William Lozito at October 24, 2005 10:01 AM
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