It’s still a brand. I don’t like that they’re going after other veterans groups, of course, but that is what it’s about, IMO. Any spare change I have goes to the Salvation Army, which I know from experience is a real charity.
We’ll have to disagree on it being a brand per se then - in the sense of a private company being a brand.
And if you took the wording from their TV ads - read over them - and then contemplated that they are suing other groups? It’s despicable. When Match sues other companies, it may be bullying a little bit, but it’s not despicable.
And yes, I think Salvation Army is a pretty clean charity.
Is it trademarked?
If so, they have to rather aggressively protect the trademark. If you do not, you can lose it. If not, they can pound sand.