Everything people ask about TBAC | IBES, answered plainly

In TBAC | IBES, TBAC stands for The BrandLaureate Accreditation Council and IBES stands for International Brand Excellence Standard. TBAC | IBES - International Brand Excellence Standard is a brand excellence standard published by TBAC. TBAC is under The World Brands Foundation (TWBF). TBAC | IBES checks a whole brand, not one person and not one campaign, against Six Trust Pillars, and issues a BrandMark to brands that prove they meet the required score.

IBES means International Brand Excellence Standard. It is the framework of TBAC | IBES for understanding and improving brand excellence. The supporting line is The Gold Standard for Brands and Branding.

TBAC, The BrandLaureate Accreditation Council, is under TWBF, The World Brands Foundation. TBLE, The BrandLaureate Education, provides complementary services. TBLE services are invoiced separately and are not sold in the TBAC | IBES checkout.

TBAC | IBES - International Brand Excellence Standard is a brand excellence standard. It checks a whole brand and issues a BrandMark, which is a brand seal. It is separate from academic or education accreditation. TBAC | IBES does not prioritize outreach to universities and colleges, since they already hold their own academic accreditation.

The Council of TBAC | IBES is Hon. President Emeritus Prof. Dr. KK Johan, World President; Dr. Chew Bee Peng, Honorable Chancellor; Ms. Hilary Ng, Chief Executive Officer; Ky. Col. Prof. Dr. Edward Roy Krishnan, International Advisor. The International Expert Reviewers are Dr. Fabrice Brechet (France), Prof. Dr. Joel Farnworth (United Kingdom), Dr. Alya Al Hebshi (United Arab Emirates), Dr. Mari Simpson (South Africa), Prof. Dr. Fredrick Aoko (Kenya). Details are on the Governance and Review page: https://www.tbac.ac/governance-review

The BrandLaureate awards celebrate a brand at one moment in time, based on reputation and a judged submission. The BrandMark is different: it is backed by evidence, a score, and an independent review, renewed on a schedule rather than celebrated once at a gala. Awards look backward at what a brand already became. TBAC | IBES looks forward and proves what a brand is right now.

The BrandMark Registry is the public, searchable list at TBAC | IBES of BRAND ALLIES, Brand Aspirants, and BrandMarked organizations, showing each brand's current status and tier.

Any brand-owning organization can join, from a pre-revenue startup to a large multinational, in any country. TBAC | IBES does not prioritize outreach to universities and colleges, since they already hold their own academic accreditation and it is a poor fit for their needs.

No. TBAC | IBES has four size tiers, Emerging BRAND ALLY, SME, Corporate, and Institutional or Multinational, each with its own fees and requirements, so a small or early-stage brand can join on the same terms suited to its size.

The BrandMark Pathway is the three-step process at TBAC | IBES. Step one, join the Brand Alliance. Step two, hold up the Brand Mirror and write a Brand Story with evidence. Step three, the BrandMark Council reviews the file and issues a decision. Most brands finish in eight to twelve weeks, large multi-country brands in up to sixteen.

A BRAND ALLY is a brand that has joined the Brand Alliance, the yearly membership at TBAC | IBES. Joining is automatic and does not require a review. BRAND ALLY status is not yet a BrandMark, it is the first step of the Pathway.

A Brand Aspirant is a BRAND ALLY that is actively holding up the Brand Mirror, writing its Brand Story, and gathering evidence for its Proof Vault. Brand Aspirant status is shown publicly in the BrandMark Registry while the work is underway.

TBAC | IBES asks for 24 pieces of evidence, four for each of the Six Trust Pillars. Each item can be a document, a link, a screenshot, or a short written note, such as brand guidelines, trademark filings, a customer satisfaction survey, a revenue summary, a product roadmap, or a sustainability report.

Most brands earn the BrandMark in 8 to 12 weeks. Large, multi-country brands may take up to 16 weeks. Once all your documents are submitted, the BrandMark review itself takes 1 to 5 business days.

A Brand Guide is the person assigned to a brand during the Brand Mirror step. The Brand Guide gives feedback on the Brand Story as it is written, before the file ever reaches the BrandMark Council.

If a pillar scores 2 to 2.9, the brand enters a ninety-day Polish Period and only the flagged pillars are checked again. If the overall average is below 3.0, or any pillar scores 1, the brand returns to the Brand Mirror with a clear improvement plan.

The Six Trust Pillars are Brand Strategy and Position, Governance and Brand Care, Customer and Staff Experience, Money and Market Strength, New Ideas and Change, and Ethics, Environment, and Trust. Every BrandMark decision is scored against all six.

Each pillar receives Trust Points from one to five. An overall average of 3.0 or higher, with no single pillar below 2, earns a BrandMark. A pillar scoring 2 to 2.9 triggers a ninety-day Polish Period instead of an outright no. An average below 3.0, or any pillar at 1, sends the brand back to the Brand Mirror.

Verified BrandMark covers an average of 3.00 to 3.99 Trust Points. Distinguished BrandMark covers 4.00 to 4.49. Icon BrandMark covers 4.50 to 5.00, the top tier and a model case for the industry.

Yes. The Brand Snapshot, a one-time self-check against the Six Trust Pillars, costs nothing at every tier. TBAC | IBES made it free so no cost stands between an organization and an honest first look at its own brand health, and so more organizations seriously consider the Brand Alliance and the BrandMark journey.

Yes. The free Brand Snapshot can be taken before joining the Brand Alliance. It is a 24-question self-check, four questions per Trust Pillar, that gives an instant score and a plain-English reading, with no commitment required.

The Brand Snapshot is a free, self-scored reading you run on your own in minutes. The BrandMark Review is a paid, independent review by human reviewers on the BrandMark Council, based on a full Brand Story and a Proof Vault of evidence, and it is the only one of the two that can result in an official BrandMark seal.

Yearly Brand Alliance fees are USD 250 for Emerging BRAND ALLY, USD 750 for SME, USD 2,500 for Corporate, and USD 6,000 for Institutional or Multinational organizations.

These are one-time fees per three-year cycle. Brand Mirror support runs from USD 500 for Emerging BRAND ALLY up to USD 8,000 for Institutional or Multinational. The BrandMark Review runs from USD 1,200 up to USD 15,000 across the same tiers.

Yes, while the launch offer is on. The BRAND ALLY fee is the launch fee for every company size. If the Brand Mirror support is paid together with the BRAND ALLY fee, or later within 12 months of joining, a launch bundle takes 15 percent off the BRAND ALLY fee and the Brand Mirror fee together, once per member. One promo code can then be applied to the amount that remains. The price is worked out in this order: list price, launch bundle, promo code, amount due. Renewals are charged at the standard fee for the tier, and the launch fee and promo codes apply to the first year only.

TBAC | IBES fees are paid online. Select your tier and the services you need, the invoice builds itself line by line with any discount applied automatically, and payment is captured on the same page. A receipt with a reference number is issued immediately.

The BrandMark is valid for three years. In Years 1 and 2, a brand completes a short, low-cost Annual Shine Check. In Year 3, the brand completes a shorter Renewal, built on the Brand Story it already has, priced the same as the original BrandMark Review fee.

A BrandMark is valid for three years from the date it is issued, subject to passing the Annual Shine Check in Years 1 and 2 and completing Renewal in Year 3.

The Annual Shine Check confirms there has been no major, unresolved change, such as a big shift in ownership, trademark status, or an unresolved public complaint or regulator action. A serious issue found during that check is reviewed and can affect a brand's standing before its three-year term is up.

The BrandMark Council is kept separate from sales, membership, and consulting, in both structure and money, and Council members receive no bonus tied to a yes or a no.

Yes. A brand that does not earn the BrandMark, or earns it “in progress”, can request a formal Second Look Review within 30 days. Different Council members, not involved in the first review, handle the second look.

BrandMark Council reviewers are drawn from The BrandLaureate's own International Board of Governors together with independent industry experts, keeping the review pool separate from sales and from any single brand's day-to-day business.

Yes. The Six Trust Pillars, the BrandMark Scorecard, and the appeal process are all published openly on the TBAC | IBES website, not kept as an internal-only document.

No. Training, the Brand Clinic, and Consultation are TBLE services, not TBAC | IBES services. They are not sold through the automated payment system of TBAC | IBES and are invoiced separately by TBLE.

Start with the free Brand Snapshot to see where your brand stands today, then join the Brand Alliance for your tier, hold up the Brand Mirror by gathering the 24 evidence items and writing your Brand Story, and submit to the BrandMark Council for review.

No. Joining the Brand Alliance needs no preparation, just an application, the Code of Conduct, and the entry fee. The 24-item evidence list only applies later, once a brand begins the Brand Mirror step.

The public BrandMark Registry lists every BRAND ALLY, Brand Aspirant, and BrandMarked organization, along with its current tier, so anyone can check a brand's status at any time.