Importance of brands

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Sprint Corp. President Gary Forsee Thursday stressed the importance of branding in the deregulated telecommunications industry at the Forbes-AmEx Innovative Strategies Conference in New York. "Developing a strong brand in areas where brands may have been thought secondary will be a critical strategy in the years ahead," he said. Sprint recently said it will start branding its local service operations, traditionally branded United Telephone and Centel, with the Sprint name. Additionally, its PCS service with Tele-Communications Inc., Cox Communications and Comcast will be branded Sprint Spectrum.

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