UK charity gets a hard lesson in brand equity

RSPCA, the leading animal welfare charity in the UK, won a settlement last year against two fox hunters—and its brand is suffering because of it.

The public is unhappy with the charity not because they spoke out against fox hunting, but rather because they reportedly spent £326,000 to obtain a judgment of under £7,000 from the two hunters.

At a time when charitable contributions are on the decline, Brits saw this “political” prosecution as a poor use of funds (among other complaints).  The fallout of this perception for the RSPCA is quite apparent in YouGov’s analysis, which charts the decline of brand buzz, value, attention, and reputation in the aftermath of the trial.

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