Pre-IPO branding essential for Web companies

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In the recent stock frenzy over Internet companies going public, the guiding rule seems to be the bigger the consumer brand, the bigger the success of the initial public offering.

Online community GeoCities, fueled by positive media attention and its consumer community word-of-mouth, blasted onto the stock market two weeks ago at more than double its opening price of $17 per share. Later that same week, Internet ad network 24/7 Media, better known in the Internet industry than in the consumer world, had a smaller, but still successful start with a more than 50% increase over its price of $14 on opening day.

For more on this story, see INTERACTIVE

Copyright August 1998, Crain Communications Inc.

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