Amnesty International

A global movement of more than seven million people, Amnesty International is the world's largest grassroots human rights organisation, with 200,000 members in the UK alone. Since it was founded in London in 1961 by a young barrister, Peter Benenson, after reading while on the Tube of two Portuguese students jailed by the Salazar regime for toasting liberty, it has supported prisoners of conscience and exposed abuses worldwide. Labour rights in supply chains area recent focus, including Indonesia’s palm oil plantations and Congo’s cobalt mines.


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


The ability for the brand to continue to generate income


The importance of brand strength in generating income

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