The BrandLaureate Accreditation Council TBAC | IBES
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Code of Conduct

Code of Conduct of TBAC | IBES - International Brand Excellence Standard

Every BRAND ALLY of TBAC | IBES - International Brand Excellence Standard accepts this Code of Conduct before joining. It has three commitments.

The three commitments

  1. Keep claims true. A BRAND ALLY keeps the claims it makes about its brand true. Pillar 6 of the Six Trust Pillars, Ethics, Environment, and Trust, checks that claims are true and provable.
  2. Treat customers and staff fairly. A BRAND ALLY treats its customers and its staff fairly. Pillar 3, Customer and Staff Experience, looks at how customers, staff, partners and suppliers experience the brand.
  3. Do not present the Ally mark as a BrandMark. The Ally mark shows that a brand has joined the Brand Alliance. It is not a BrandMark. A BrandMark is Verified, Distinguished or Icon and is issued after review.

How the Code of Conduct is accepted

On the Join page, the applicant ticks a box to accept the TBAC | IBES Code of Conduct. Approval of the Brand Alliance membership is automatic once payment is completed and the Code of Conduct is accepted.

Questions about the Code of Conduct at TBAC | IBES - International Brand Excellence Standard

  • What does a BRAND ALLY agree to?

    A BRAND ALLY agrees to keep claims true, to treat customers and staff fairly, and not to present the Ally mark as a BrandMark.

  • Why does a BRAND ALLY need to accept the Code of Conduct?

    Approval of a Brand Alliance membership is automatic once payment is completed and the Code of Conduct is accepted.