ABSTRACT
This chapter considers a case in detail where the results seem to have proven the value of the Communica approach. Comunica plc was established in 1986, and is a leading UK voice and data communications infrastructure specialist. Comunica was established in 1986 under the name Cableship. It began as a supplier and installer of structured cabling. Over time Cableship's strategy was to add additional services to its portfolio. To prepare for the expansion of their service offer, in 2000 they created a new head brand Comunica retained Cableship for their cabling activity and created two new sub brands, Syncra and Enabler. The middle management team was involved in helping to decide Comunica's response to the findings. Consolidating the organisation's branding would mean that some people in the organisation would lose their old identities and the familiar Cableship brand would die after serving its purpose.
