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In wireless sector, carrier lacks momentum of Cingular and Verizon
SPRINT NEXTEL CORP., the nation's No. 3 wireless carrier, has been labeled a "fading star" by a leading global research firm.
In rankings based on consumer research, financial data and brand momentum, Millward Brown Optimor dropped Sprint from "largely stable" in 2002 to a declining brand this year. "Sprint has very low forward momentum," noted Millward Brown Exec VP Joanna Seddon, markedly lower than that of competitors Cingular Wireless, Verizon Wireless and T-Mobile.
The firm ranks brands at three levels: The top "Olympic" brands, followed by strong, stable brands dubbed "Classic." Both Cingular and Verizon rank in that category, above Sprint, which has fallen to the third designation, "Fading Stars."
"Sprint...