Consignia relies on brand identity to deliver success
There can’t be many plcs less than a year old, that can boast brand
equity dating back hundreds of years.
Consignia, formerly the Post Office Group, became a publicly listed
company in March, inheriting the august brands of Royal Mail, the Post
Office and Parcelforce Worldwide.
But with its new independence comes a newly deregulated and competitive
market, and all, including Consignia, agree it’s going to be tough out
there. The Postal Services Act last year stripped the Post Office of
its monopoly on collecting and delivering post (though post costing
less than £1 is still covered). In June, three other postal operators
got the go-ahead from regulator PostComm to tackle Consignia’s
business.
