66

Muslim Aid

Formed in response to the 1985 Ethiopia famine, with Yusuf Islam, aka Cat Stevens, as its first chairman, recent campaigns include school buildings for the displaced Rohingya and its Syrian appeal. Following a Charity Commission inquiry in 2013, it has been converted into a charitable-incorporated organisation with new trustees.

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
45%

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