Age Concern name 'is unlikely to survive merger'

Age Concern England has dismissed a suggestion that the name could survive after its planned merger with Help the Aged next year.

Age Concern Birmingham, one of the biggest members of the Age Concern federation, has suggested that some ACs might combine to form a new organisation under the existing brand.

"It is not inconceivable that many Age Concerns would prefer to retain the name and create a new national organisation that does not live under the major constraints of the current federation," it said in a letter to Catherine McLoughlin, chair of Age Concern.

A spokesman for Age Concern said there was no evidence to suggest that a rival national organisation might be established. "The vast majority of Age Concerns that have expressed a clear view are saying they want to share a strong new brand with a national partner," he said.

"If a minority of Age Concerns choose to retain the existing brand, they may find that, without a national partner, the strength of the brand declines dramatically."

ACs have also queried the cost to local groups of rebranding under a new name.

The spokesman said the new charity would support Age Concern members with the costs of rebranding.

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