With its instantly recognisable giant panda logo – designed by ornithologist and son of Scott of the Antarctica, Sir Peter Scott, and based on London Zoo’s most famous inmate of the 1960s Chi Chi – WWF has, since 1961, led the field of nature conservation with work in more than 100 countries. The World Wildlife Fund rebranded as the World Wide Fund for Nature in 1986. (It was more recently locked in a two-decade dispute, which it won, with the World Wrestling Federation over the WWF initials.) Current campaigns include doubling the world tiger population and closing down Asia’s ivory markets.


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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