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Strategies & Market Trends : Gorilla and King Portfolio Candidates

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To: Dr. Id who wrote (24483)	5/10/2000 4:26:00 PM
From: chaz	Read Replies (3) of 54805

Well Dr. Shrink... You didn't see the label on your phone until after you got the phone. (Well, maybe you saw it while you were in the store looking at it.) Mike is correctly speaking of using co-op advertising monies to make it desirable to buy a phone that has the label on it. It's called "branding"....and it makes the phone more valuable (higher consumer selling prices...bigger royalty $$$), and easier to sell. Even if the phone purchaser is not aware of how it works (think chips...who knows how they work!) the "good product" concept is what makes the consumer comfortable enough to buy. Intel doesn't paste a lot of techno mumbo on the label, it just says Intel Inside. I also hope they begin doing much more of this. QCOM ought to make product labeling part of the sales agreements. Chaz

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