The Royal British Legion

With the centenary of the end of the First World War on 11 November 2018, Remembrance Day, the Two Minutes’ Silence and the Poppy Appeal are firm and inviolable fixtures of the British calendar and public life. Since it was founded in 1921 for those who had returned to civilian life, the Legion and its appeals and campaigns have helped generations of serving and former members of the British 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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