32

The Prince's Trust

Setup by Charles, Prince of Wales in 1976 with his Royal Navy severance pay, the charity supports disadvantaged 11 to 30 year olds who are unemployed or struggling at school. Recent schemes include its Mosaic mentoring service. Ambassadors include Benedict Cumberbatch, and Ant and Dec.

BRAND VALUE

The present value of current and future income due to the brand
£153m

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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