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The plans to rebrand NCH as Action For Children have caused concerns at fellow children's charity Action For Kids, which says the name change could have a "negative impact" on its own work.
NCH, formerly known as the National Children's Home, is to rebrand in September and will mark the occasion with its biggest campaign to date.
But national disability charity Action For Kids is speaking to its solicitors over the revamp amid fears that it could lose out.
Chief executive officer Mike Hayes told PRWeek: "We will be opposing the change as we have evidence that the public is confused by the similarity of the name to our own.
"We will be working with our PR consultants, Ethos Public Relations, to demonstrate the negative impact NCH's new name could have on our essential work."
NCH's income comprises nine per cent voluntary income and it has a one per cent unprompted awareness among the public.
It said the words Action For Children used to form part of the charity's name in the 1990s and is confident the new brand will not impact on Action For Kids' position.
To find out more about our charity legal services, or to discuss a legal matter concerning your charity or not-for-profit organisation, please contact our charity law team on 01753 279059 or email charitylaw@bpcollins.co.uk.
