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Feb 29, 1996

Orange in the Pink

Branding

'We accept without question that Typhoo is a tea, Anchor a butter, Apple a computer and, ultimately, Orange a mobile phone.' So say the analysts at ABN-Amro's UK investment research unit at brokers, Hoare Govett. The maxim is being put to the test this month as Orange, one of Britain's four mobile phone network operators, makes its market debut in London and on Nasdaq in ADR form. Orange's two owners, Hutchison Whampoa, the Hong Kong conglomerate which holds 68 per cent of the company, and

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