The charity Tenovus has added the words "cancer care" to its name in a bid to raise awareness of its services.
The charity, which is based in Wales but also provides services in England, said that market research told it that only 4 per cent of people questioned mentioned Tenovus when asked to name a cancer charity.
Tenovus is from today changing its name and updating its strapline from "Your cancer charity" to "Give hope. Help cope."
The charity, which has 270 staff and 2,000 volunteers, provides emotional and practical support to people affected by cancer and funds research into the disease.
Claudia McVie, chief executive of Tenovus Cancer Care, said the name change would help the charity become more recognisable. "It’s vitally important that cancer patients and their loved ones understand who we are and the support we can offer, but the name Tenovus doesn’t make it clear that our work focuses on supporting people with cancer," she said.
McVie said the refresh would enable the charity to generate more donations and more stock for its shops, and to recruit more volunteers, so it would be able to fund more research.
The charity, which had an income of £9.2m in 2013/14, expects the final cost of the rebrand to be about £180,000.
Tenovus derives its name from being founded by 10 businessmen.