NEW YORK Sprint and Nextel Communica-
tions have chosen Sprint to be the “master brand” name for the soon-to-be-merged companies, the firms said today.
The companies also unveiled a new logo and said the Nextel name will would still be used to brand business-oriented products, such as walkie-talkie phones.
The selection of Sprint as the main brand name was expected [Adweek, June 6].
“The Sprint name, brand attributes and the sentiment they evoke in minds of consumers are relevant today and provide a great foundation for the future,” said Mark Schweitzer, svp of marketing at Nextel and designated chief marketing officer for the new company.
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