Cell phone operators use phone for branding

11/29/2004 | NYTimes.com

U.S. cell phone operators are considering adopting a marketing tactic used widely in Europe and Asia: Marking cell phones with only their brand visible on the phone, excluding the manufacturer's name. Some have started already. Sprint, for example, in August started selling a mobile phone with its name on it but without the name of Pantech, the Korean manufacturer.

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