3Com - 3Com

The Company
The 3Com Corporation is a $1.3 billion global enterprise with more than 300 million customers worldwide. The company delivers innovative information access products as well as high-performance networking and security solutions.

The Task
With a cluttered and dense product portfolio, 3Com acknowledged the need for a strategic reorganization of the master brand strategy to enhance its position in the service provider market. At the time the company was preparing for a new product launch that would need to be incorporated into the revised infrastructure.

The Addison Whitney Solution

Brand Strategy
After analysis of initial research and development of several potential options, the recommendation from Addison Whitney brand consultants positioned 3Com as the master brand to sustain its existing equity. The master brand is to be used consistently with all subordinate umbrella concepts outlined in the nomenclature guidelines developed by Addison Whitney. These umbrella concepts encompass all existing brands as well as future introductions and acquisitions.

For the new technology introduction, Addison Whitney leveraged the equity in the 3Com name and developed the umbrella concept CommWorks to apply to all IP telephony products and services. The umbrella brand CommWorks effectively represents the market positioning of the solution as a provider of convergence, multimedia and interexchange. It has since captured a top three market share standing among IP telephony suppliers. Addison Whitney also helped manage the corporate wide implementation of the comprehensive brand strategy.