19

Dogs Trust

Formed at the first Crufts dog show in 1891 as the National Canine Defence League to advance the causes of dogs in Victorian England, the charity now specialises in finding homes for the abandoned or given up, and runs 26 dogs schools, and micro-chipping and neutering schemes. It has 21 re-home centres in the UK, opening in Cardiff in 2018 and internationally in Bosnia in 2017. Memorable campaigns have included its 1950s drive against Russia’s use of dogs in space, following the death of Laika in orbit, and its slogan "A dog is for life, not just for Christmas”.

BRAND VALUE

The present value of current and future income due to the brand
£342m

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
45%

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