Tower crane manufacturer to focus on single brand name for uniform image across global market
Tower crane specialist Linden Comansa has announced that it is returning to its original name – COMANSA – a rebranding that will used throughout the group and will be implemented gradually across its entire product range, and at its facilities in the US and China as well as its Spanish headquarters.
In a press communique, the company said that after many years using the Linden Comansa brand name, it has decided to focus efforts on a single overall brand, to be used throughout the group, by returning to its original name: COMANSA.
Alberto Munárriz, CEO of COMANSA, said: “After acquiring the prestigious LINDEN 8000 system from the Swedish company Linden in 1983, we started to apply its technical concepts throughout our range of tower cranes, therefore allowing our customers to enjoy its many obvious advantages. Combining the names Linden and Comansa in a single brand was initially important as we looked to open up markets, as it gave us recognition on markets where Linden had been a major player and the benefits of its products were widely appreciated.
“However, COMANSA has been developing and improving this system for 35 years, and has been actively present on the market for over 50 years. The fact that we continue to be a benchmark in the tower crane industry today is not due to the name Linden in our trademark, but rather thanks to all the work we have put in over many years, allowing our products to be renowned for their quality. In fact, we are widely known on the market as COMANSA, meaning the change is very natural.
“Moreover, the company’s situation has changed a great deal over recent years, having set up in China and embarked on significant commercial expansion. This change aims to bolster our strategy at group level by having a single, uniform image on the market.”
Dropping Linden from the brand does not mean that it is forgotten, Munárriz added. “The Linden brand and system, and all they entail, are part of our DNA. In fact, COMANSA is the only manufacturer whose range of horizontal jib cranes consists solely of a flat-top, pendant-free design, which was undoubtedly one of Linden’s most outstanding features. And, if there is one thing that characterises COMANSA cranes, it is their outstanding modularity, just like Linden cranes. That is why Linden is still very much a part of the philosophy of all our products, even though it no longer appears in our brand name.”
This change means that cranes manufactured in Pamplona, previously marketed under the Linden Comansa brand, and cranes manufactured in Hangzhou, China, distributed under the name Comansa CM, will all be known from now on as COMANSA, said the manufacturer.
Each crane model will keep its current name, using the letters LC or CM to indicate the product range, thus avoiding any confusion on the market. Model name 21LC750, therefore, indicates that it is part of the range previously known as Linden Comansa, while model name 21CM550 indicates that it is part of the former Comansa CM range, explained the statement.
“Given the large number of customers and suppliers we work with, we are fully aware that implementing the COMANSA brand in all products and materials will take some time. However, our staff are ready and willing to help our partners and collaborators through the transition period and ensure it is as smooth as possible,” said Munárriz.