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Viva Aviva! Brand confusion often wins out when a company name search heads into open waters.

LONDON, Apr. 25, 2002. British insurance giant CGNU has pushed a plan past wary shareholders to change its name to Aviva. How could there be controversy over such a focus group-friendly name?

A spokesman for [the National Association of Pension Funds] said it had asked shareholders to abstain after being approached by transport firm Arriva.

He said the issue was it was potentially confusing for investors, because the names were so similar.

"Arriva had raised it with us was [sic] something they were concerned about and we recommended voters abstained [sic] in the vote," he added....

Regarding the similarities to the name Arriva, the [CGNU] spokeswoman [said]: "These are two different brands and two different businesses and we don't believe that any confusion will arise."

No reaction yet from Ariba, Achiva, Avita, Aveda, Achieva, Aviv, or Evil.

On the other hand, Philip Morris's shareholders enthusiastically up-thumbed the name Altria. No word yet from Aviva whether there is a conflict here.