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THEY have evolved into more of a brand name than a baseball team over the last few years, the most-renowned this, the most-successful that, the most marquee names money could afford to buy. Even while championships were not part of the purchase price.

Let’s face it. Even in raising the bar of excellence to unparalleled heights against a backdrop of unprecedented expectations and demands, and those not only from their owner but from their own fans – whose unfathomable booing of Derek Jeter last spring served as a prelude to the disgraceful booing of Mariano Rivera last month – the Yankees the last three seasons were more identifiable by the interlocking uniform letters over their left chests than by the heartbeat under them.

It’s been about talent in The Bronx the last three years, talent entertaining enough to entertain more than 10.5 million people at the Stadium, talent overwhelming enough to win 305 regular-season games.

But it hasn’t been about heart and it hasn’t been about fight; not really, not in evaluating a team that is subjected to the most unyielding standards in the history of pro sports.

Except for Game 7 against Boston in 2003, the Yankees haven’t fought back much at all since leaving their soul and their dynasty on the field in Phoenix that November night in 2001.

They rolled over as soon as they got hit by the Angels in the 2002 first round. They stayed on the canvas as soon as the Marlins put them down in the 2003 World Series.

And they didn’t even make it into a fight once the Red Sox managed to get them and the ALCS out of Fenway last year.

The last three years – the last nine, actually – the Yankees never needed fight until October, such was the talent differential between themselves and the rest of the league.

You may have noticed that this year it’s different.

You may have noticed the Shipbuilder’s product be sinking.

Now, just six weeks into the season, the Yankees are going to have to fight every day and every night as if Pedro was on the mound in the eighth inning of that Game 7 in 2003.

And even if they get the pitching the way they did at the Stadium this weekend – Mike Mussina with a 5-0 shutout on Saturday, and then, Kevin Brown (note: insert joke here) going seven innings in yesterday’s 6-0 victory over the A’s – it’s no sure thing that can mount that fight.

It is clear, however, that Derek Jeter relishes the challenge, even if he wouldn’t have invited the debacle that has

made the fight necessary.

“Every year is a different challenge, but team-wise this is the biggest obstacle we’ve had to overcome,” Jeter said yesterday after getting two hits to brake a 1-17 slide.

“Every day is important. But I think that’s the way you should play anyway.”

After Friday, the Yankees were eight games under .500. Now they’re 13-19 and have Randy Johnson on the mound tonight.

For a moment, it’s even possible to forget yesterday’s two more strikeouts from Jason Giambi. For the moment, the Yankees have the chance to extend their winning streak to a season-high of, um, three.

“I think we’re all on the same page knowing what we need to have happen,” Torre said. “We need to get to a comfort level so that our confidence is where it should be.”

No matter what anyone might say about the franchise, the team lost its swagger last October.

The first week of the season didn’t help, either, when the Sox got to Rivera twice in two days. Right then and there is when 2005 became a grind.

And while pitching will, of course, form the foundation, they’ll all be required to get down and dirty and grind it out.

They’ll have to manufacture wins, not buy them. Two games down, 130 to go.

That’s a lot of fight. Maybe the Yankees even have it in them.

Now that’s more like it

The Yankees’ rotation began to show signs of life in the three-game set against Oakland. Carl Pavano, Mike Mussina and Kevin Brown all went at least seven innings and combined to allow just three runs. A closer look:

NAME START IP H R ER BB SO RES.

Kevin Brown Sunday 7 5 0 0 1 4 W

Mike Mussina Saturday 9 4 0 0 2 3 W

Carl Pavano Friday 7 7 3 3 3 3 ND

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