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

This explains brand value
£46m

BRAND STRENGTH (/100)

This explains brand strength
38

ROLE OF BRAND

This explains role of brand
40%
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