Charitable brand (4)
I believe the answer is:
kind
This clue is a double definition.
'charitable' is the first definition.
(I've seen this in another clue)
'brand' is the second definition.
(thesaurus)
(Other definitions for kind that I've seen before include "Type; helpful" , "caring" , "Sort of compassionate" , "Type; good-hearted" , "Sympathetic" .)