67

ABF The Soldiers Charity

Founded in 1944 as The Army Benevolent Fund to cater for demobilised soldiers, its current patron is Queen Elizabeth II. In 2010, it rebranded as ABF The Soldiers’ Charity and continues to work with veterans, including from conflicts in Iraq and Afghanistan. In 2017, it earned and spent £20.4m.

BRAND VALUE

The present value of current and future income due to the brand
£46m

BRAND STRENGTH (/100)

The ability for the brand to continue to generate income
38

ROLE OF BRAND

The importance of brand strength in generating income
40%

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