Valuable charity brands ‘could bring in more income’

Charities are failing to exploit their “hugely valuable” brands, according to new research.

A survey by Intangible Business, an independent brand evaluation consultancy, has revealed that Cancer Research UK’s brand is worth £202.2m, making it the most valuable charity brand in the country. The National Trust was ranked second at £196m and Oxfam came third with £166.2m. Medical research charity the Wellcome Trust was deemed to have the fifth most valuable charity brand, worth £108.1m. Intangible Business looked at the charities’ incomes in 2004 and 2005, then measured awareness, which included looking at press coverage, geographical spread and membership. Thayne Forbes, joint managing director of the consultancy, said: “According to our research, some charity brands are not contributing as much to their income as they could and there is room for improvement. “The names of many of the bigger charities are hugely valuable and could be exploited more.”

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