Pronunciation of the name depends entirely on whether you are referring to the corporate marketing enterprise or the South Korean musical group. The Australian corporate entity IVE Group is pronounced simply as "Eye-Vee" (splitting the letters into a standard English spoken abbreviation). Similarly, the K-pop girl group IVE is pronounced "Eye-Vee," matching the English phonetic sound of the contraction "I have," which serves as the creative inspiration behind the group's stylistic global branding and artistic identity.