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Strategies & Market Trends : Gorilla and King Portfolio Candidates
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To: techreports who wrote (44825)7/23/2001 1:21:32 PM
From: Mike Buckley   of 54805
 
techreports,

Consumers are not going to just buy Nokia b/c it says Nokia, but they'll buy the best cell phone for their needs.

Yes, but they might percieve that as being one and the same. The whole point of brand-name recognition is that people think the brand name implies that it's a superior product. In the case of cell phones, style is also important among the younger set. To those folks, it is almost impossible to select a competing product that doesn't have the hip look and the brand name, because to do otherwise would fly in the face of immense peer pressure.

--Mike Buckley
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