35

Compassion

The US Christian charity was set up in response to the plight of children during the Korean War, after founder Everett Swanson realised he had mistaken the bodies of orphans frozen to death on the streets being thrown onto a truck as piles of rags. Now 1.88m children worldwide are registered for its child sponsorship programme.

BRAND VALUE

The present value of current and future income due to the brand
£147m

BRAND STRENGTH (/100)

The ability for the brand to continue to generate income
43

ROLE OF BRAND

The importance of brand strength in generating income
50%

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