Horrified by the poverty in London’s East End and the condition in which she found its sick pets, Maria Dickin set up a free veterinary service in Whitechapel in 1917. The People's Dispensary for Sick Animals of the Poor touched the British public’s soft spot for animal welfare and over the last 100 years has become a leading veterinary charity with its 320 vets treating 470,000 pets a year. (Other landmarks include the launch in 1943 of a Victoria Cross-equivalent, the Dickin Medal, for outstanding acts of bravery by animals serving with the armed forces.)


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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