How much is a trusted brand worth? Most companies would say it’s their most valuable intangible asset. But the value of brand trust has yet to be fully appreciated in the world of nonprofits. Organizations like Amnesty International, the International Committee of the Red Cross, Greenpeace, and the World Wildlife Fund—which rank among the world’s most trusted brands—spend almost nothing on brand building and have done little to leverage the full value of their names.
A version of this article appeared in the April 2004 issue of Harvard Business Review.
