Cancer Research UK has been named Britain's most valuable charity brand, knocking the National Trust off the top slot. Its brand value was put at £202m, £20m up from last year, while the National Trust's declined by £7m to £196.4m. Barnardo's was the highest riser in the top 10, increasing its value 29% to £93.7m.

The survey by consultants Intangible Business calculates a charity's brand value - its future ability to raise money - by considering the size of its membership base, commercial licensing deals, and awareness among the public. Cancer Research UK had an income of £384.2m for the year ending March 2005. The National Trust's income was £315m.

Cancer group named UK's most valuable charity brand
Cancer Research UK has been named Britain's most valuable charity brand, knocking the National Trust off the top slot. Its brand value was put at £202m, £20m up from last year, while the National Trust's declined by £7m to £196.4m. Barnardo's was the highest riser in the top 10, increasing its value 29% to £93.7m.

The survey by consultants Intangible Business calculates a charity's brand value - its future ability to raise money - by considering the size of its membership base, commercial licensing deals, and awareness among the public. Cancer Research UK had an income of £384.2m for the year ending March 2005. The National Trust's income was £315m.

"It's not just about a charity's current income," said William Grobel, a consultant at Intangible Business.

"The National Trust comes sixth in terms of income rank but second for brand value because it has 3.4 million loyal members who pay an annual subscription and it is well known to the public, so it has a potentially large market for National Trust-licensed goods such as paints and wallpaper."

He was unable to say why National Trust's brand had lost value, but suggested public recognition may have declined in the past year. "In contrast, Cancer Research UK has gone from strength to strength in terms of membership, income, awareness, and commercial tie-ins," he said. "Everyone knows someone who has had cancer, so it is more relevant for them."

Barnardo's rise was attributed to its hard-hitting series of poverty adverts, one of which showed a baby with a cockroach in its mouth.

Research conducted by the charity after the campaign last year confirmed that it had raised awareness.

Charities whose brand is considered more powerful than their income included Amnesty International. It ranked 57 in brand value but 103 for income. "It punches above its weight because it has a big following and is well known," said Mr Grobel. "Amnesty International should be looking at ways it can exploit its brand."

Not everyone agreed with the findings. Joe Saxton, the director of voluntary sector thinkthank nfpSynergy, said the methods used were inappropriate.

"The real value of a charity's brand is in what it delivers for its beneficiaries and its range of stakeholders.

"So to put a value on charity brand based on income and awareness is to entirely misunderstand why charities exist," he said.

The top 10

Brand value 2005

1 Cancer Research UK £202m
2 The National Trust £196.4m
3 Oxfam £166.2m
4 British Red Cross £111m
5 Wellcome Trust £108.1m
6 Barnardo's £93.7m
7 RSPCA £93.7m
8 Arts Council of England £88.6m
9 The British Council £88.4m
10 British Heart Foundation £80.2m

Source: Intangible Business 2005