Glossary
Glossary of TBAC | IBES - International Brand Excellence Standard
Plain definitions of the terms used by TBAC | IBES - International Brand Excellence Standard.
- IBES (International Brand Excellence Standard)
- IBES 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. It publishes TBAC | IBES - International Brand Excellence Standard and is under The World Brands Foundation (TWBF).
- TWBF
- The World Brands Foundation. TBAC is under TWBF.
- TBLE
- The BrandLaureate Education. Provides complementary services. TBLE services are invoiced separately.
- BrandMark
- The seal issued to a brand that meets the required score. There are three tiers: Verified, Distinguished and Icon. A BrandMark is valid for three years.
- Verified BrandMark
- BrandMark tier for an average of 3.00 to 3.99 Trust Points.
- Distinguished BrandMark
- BrandMark tier for an average of 4.00 to 4.49 Trust Points.
- Icon BrandMark
- BrandMark tier for an average of 4.50 to 5.00 Trust Points. It is the top tier.
- Six Trust Pillars
- The six areas on which every brand is scored: Brand Strategy and Position; Governance and Brand Care; Customer and Staff Experience; Money and Market Strength; New Ideas and Change; Ethics, Environment, and Trust.
- Trust Points
- The score from one to five that each pillar receives. An average of 3.0 or higher, with no pillar below 2, earns a BrandMark.
- Brand Alliance
- The yearly membership of TBAC | IBES. Joining is automatic and does not need a review.
- BRAND ALLY
- A brand that has joined the Brand Alliance. A BRAND ALLY does not yet hold a BrandMark.
- Brand Aspirant
- A BRAND ALLY that is working on the Brand Mirror: writing a Brand Story and gathering evidence for the Proof Vault.
- Brand Mirror
- Step 2 of the Pathway. The brand writes its Brand Story and provides 24 pieces of evidence, four for each pillar.
- Brand Story
- The written account of a brand against the Six Trust Pillars, supported by evidence.
- Proof Vault
- The place where a brand keeps its evidence for the review.
- Brand Guide
- The person assigned to a brand during the Brand Mirror step. The Brand Guide gives feedback on the Brand Story before the file reaches the BrandMark Council.
- BrandMark Council
- The group of reviewers who assess a brand's file. It is kept separate from sales, membership and consulting.
- Brand Snapshot
- A free self-check with 24 questions that gives an instant score. It is not an accreditation decision.
- BrandMark Registry
- The public list of BRAND ALLIES, Brand Aspirants and BrandMarked organizations with their current status and tier.
- Polish Period
- A ninety-day period for a brand with a pillar scoring 2.0 to 2.9. Only the flagged pillars are checked again.
- Annual Shine Check
- A short, low-cost check in years 1 and 2 after the BrandMark is issued.
- Renewal
- The check in year 3 of a BrandMark. It is built on the Brand Story the brand already has.
- Second Look Review
- A formal second review that a brand can request within 30 days. Different Council members handle it.
Questions about the terms of TBAC | IBES - International Brand Excellence Standard
What does IBES mean?
IBES means International Brand Excellence Standard. It is the framework of TBAC | IBES for understanding and improving brand excellence.
What does TBAC stand for?
TBAC stands for The BrandLaureate Accreditation Council. It publishes TBAC | IBES - International Brand Excellence Standard and is under The World Brands Foundation (TWBF).
What is a BrandMark?
A BrandMark is the seal issued to a brand that meets the required score. It has three tiers: Verified, Distinguished and Icon. It is valid for three years.