Vrbo sought to update the pronunciation while retaining its current brand name and logo. The goal was to gauge not just preference but also the expectations of consumers, necessitating a thorough assessment.
Labbrand employed a blended approach of quantitative and qualitative research to gain comprehensive insights. They conducted a Global Linguistic Check and a Quantitative Recall Survey on VRBO Pronunciation in the U.S. This approach allowed for a holistic understanding of consumer perception and expectations surrounding the brand's pronunciation.
The research revealed that the current pronunciation of VRBO was perceived as outdated, rigid, and staid. However, when considering the pronunciation "Verbo" in the context of VRBO, it evoked a sense of familiarity and informality. These insights provided valuable guidance for the brand in updating its pronunciation to align with a more modern and approachable image.