TBAC | IBES Launches in Kuala Lumpur: A Clear Road for Every Brand That Wants to Be Trusted
KUALA LUMPUR, 23 October 2026 – TBAC | IBES – International Brand Excellence Standard has officially launched. The launch was presented at The BrandLaureate BestBrands Awards 2026 gala, held on the night of 22 October 2026 at the Majestic Hotel Kuala Lumpur.
TBAC | IBES is published by The BrandLaureate Accreditation Council (TBAC), established under The World Brands Foundation (TWBF). It is a standard. It is not an award. It gives brands of every size a clear, step-by-step way to show, with evidence, that their brand can be trusted.
One Family, One Goal
For 20 years, The BrandLaureate has honoured the best of the best. With TBAC | IBES, every brand now has a road toward that same excellence. The Awards are the summit. TBAC | IBES is the road that helps brands build the trust to get there.
In his launch remarks on the night, International Advisor Ky. Col. Prof. Dr. Edward Roy Krishnan asked the room a simple question:
“What happens when EDUCATION meets The BrandLaureate?”
His answer was a family story. The BrandLaureate brought its long tradition of celebrating great brands. Education brought standards, assessment, evidence and quality. Together, they gave the world a new standard with a name: TBAC | IBES. He closed with a warm invitation to every brand in the room: “Welcome to the family!”
What TBAC | IBES Offers
- A free Brand Snapshot: 24 questions, about 10 minutes. This is a self-check only. It does not lead to any BrandMark outcome.
- Six Trust Pillars: Brand Strategy and Position; Governance and Brand Care; Customer and Staff Experience; Money and Market Strength; New Ideas and Change; Ethics, Environment, and Trust. Each pillar is scored from 1 to 5.
- Independent review of real evidence, not claims.
- Three BrandMark tiers: Verified, Distinguished and Icon.
- Public verification: anyone can check a brand’s status at www.tbac.ac/verification.
Three Steps On The Road
- BRAND ALLY: join the Brand Alliance and start the journey.
- BRAND ASPIRANT: build your Brand Mirror and gather your evidence across the Six Trust Pillars.
- BRANDMARKED: earn the BrandMark after independent review.
A Global Start
TBAC | IBES begins with 12 inaugural Brand Allies from across Asia, Europe, the Middle East and Africa. The public Registry is at www.tbac.ac/registry.
A Night Of Celebration
The launch shared the stage with The BrandLaureate BestBrands Awards 2026, which celebrated brands and leaders whose courage and commitment have turned ambition into achievement. Congratulations to every recipient on the night.
How To Start
- Take the free Brand Snapshot: https://tbac.ac
- Learn about the standard: https://tbac.ac
- See the pathway: https://tbac.ac
- Become a Brand Ally: https://tbac.ac
About TBAC | IBES
TBAC | IBES – International Brand Excellence Standard is published by The BrandLaureate Accreditation Council (TBAC), established under The World Brands Foundation (TWBF). Known as “The Gold Standard for Brands and Branding,” it helps brands show their trust with evidence across Six Trust Pillars, through a clear pathway from BRAND ALLY to BRAND ASPIRANT to BRANDMARKED, with BrandMark tiers of Verified, Distinguished and Icon. Learn more at www.tbac.ac.
MEDIA CONTACT
TBAC | IBES
Email: info@tbac.ac
Web: www.tbac.ac
Learn more: https://tbac.ac
