The BrandLaureate Accreditation Council TBAC | IBES
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The BrandMark Pathway of TBAC | IBES - International Brand Excellence Standard

Three steps. A relationship, not one evening.

Join, hold up the Brand Mirror, earn the BrandMark. Each step has one clear payment, one clear outcome and one place to track it.

The BrandMark Pathway is the three-step process of TBAC | IBES - International Brand Excellence Standard. Step 1: join the Brand Alliance as a BRAND ALLY. Step 2: hold up the Brand Mirror as a Brand Aspirant. Step 3: earn the BrandMark. Most brands finish in 8 to 12 weeks. Large multi-country brands may take up to 16 weeks.

What is TBAC | IBES - International Brand Excellence Standard?

1Automatic

BRAND ALLY

Join the Brand Alliance. Apply, accept the code of conduct, pay the yearly fee. Joining is automatic, with no review.

  • Ally seal for your own site
  • Member portal and dashboard
  • Brand Health starter kit
  • Right to begin the Brand Mirror
After payment you land in your dashboard. The BRAND ALLY menu holds your seal (PDF, JPG, PNG), your certificate and the seal policy.
Start as Brand Ally
24 to 6 weeks

Brand Aspirant

Hold up the Brand Mirror. Write your Brand Story against the Six Trust Pillars and place proof in the Proof Vault.

  • Requirements are open to everyone
  • Submission portal opens after payment
  • A Brand Guide gives feedback along the way
  • Listed publicly as Brand Aspirant
The submission portal stays locked until Brand Mirror support and BrandMark Review are paid through Stripe.
Submit evidence
33 to 4 weeks

BrandMark

The platform drafts a score. A reviewer assesses your file and recommends a result. The BrandMark Council gives the final approval.

  • Verified, Distinguished or Icon BrandMark
  • Valid three years
  • Listed in the public Registry
  • Official seal and certificate on approval
Starts automatically when your evidence is submitted. Your dashboard shows Under review, then Approved.
View the Registry

Years one and two after the seal: a light Annual Shine Check. Year three: renewal.

The Six Trust Pillars of TBAC | IBES - International Brand Excellence Standard

TBAC | IBES scores every brand on the same Six Trust Pillars. Each pillar receives Trust Points from one to five.

The Six Trust Pillars: the name of each pillar and what TBAC | IBES looks at
Trust PillarDescription: what we look at
Pillar 1: Brand Strategy and PositionPurpose, audience, difference, consistency across countries and channels.
Pillar 2: Governance and Brand CareWho owns brand decisions, guidelines, trademarks, crisis plan.
Pillar 3: Customer and Staff ExperienceLoyalty, staff living the brand, partner experience.
Pillar 4: Money and Market StrengthBrand-linked revenue, pricing power, share, healthy numbers.
Pillar 5: New Ideas and ChangePipeline, listening, improvement.
Pillar 6: Ethics, Environment, and TrustTrue claims, sustainability, community, complaints handled well.
Scorecard

How a BrandMark is earned

Each pillar receives Trust Points from one to five. An average of 3.0 or higher, with no pillar below 2, earns a BrandMark. A pillar at 2.0 to 2.9 means BrandMark in Progress and a ninety-day Polish Period. An average below 3.0, or any pillar at 1, returns the brand to the Mirror.

BrandMark tiers of TBAC | IBES - International Brand Excellence Standard, by average Trust Points
TierAverageSignal
Verified BrandMark3.00 to 3.99Solid proof. Every pillar clears the bar.
Distinguished BrandMark4.00 to 4.49Strong proof across the board.
Icon BrandMark4.50 to 5.00A model case for the industry.

24 pieces of evidence, four for each pillar

Collect them before you start and the Mirror step goes much faster. The full list is public.

See the 24 pieces of evidence

Key facts about the BrandMark Pathway at TBAC | IBES - International Brand Excellence Standard

  • Step 1, BRAND ALLY: automatic, no review.
  • Step 2, Brand Aspirant: 4 to 6 weeks, Brand Mirror with 24 pieces of evidence.
  • Step 3, BrandMark: 3 to 4 weeks, review and final approval.
  • A BrandMark is valid for three years.

Questions about the BrandMark Pathway at TBAC | IBES - International Brand Excellence Standard

  • How many steps does the BrandMark Pathway of TBAC | IBES have?

    Three steps: BRAND ALLY, Brand Aspirant and BrandMark. Most brands finish in 8 to 12 weeks. Large multi-country brands may take up to 16 weeks.

  • What happens if a pillar scores between 2.0 and 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.

  • Who gives the final approval of a BrandMark?

    The platform drafts a score. A reviewer assesses the file and recommends a result. The BrandMark Council gives the final approval.

  • What happens after the BrandMark is issued?

    A BrandMark is valid for three years. In years 1 and 2 the brand completes a short Annual Shine Check. In year 3 the brand completes a Renewal.

See all questions and answers about TBAC | IBES