BABM’s mission is to build the optimum climate for A-brands to deliver value and choice to consumers, through constant innovation and free and fair competition.

BABM represents the branded goods industry in Belgium on key issues which affect the ability of brand manufacturers to design, distribute and market their brands.

BABM wishes to cover areas where other associations are not active.

BABM and the brand

The brand is a fundamental factor of the company’s assets. With reason, the brand is considered as the core of the industry’s competitiveness.

Therefore, throughout its actions, BABM strives to:

• provide the authoritative voice for brand manufacturers in Belgium
• generate a deeper understanding of the contribution of brands to consumers, society and the economy
• be the prime forum for brand manufacturers across all sectors

BABM and competition

BABM strives to improve the competition in the market by ensuring transparent commercial terms, fair business practices and a balanced relationship between companies, in accordance with the statements and ethics of its members.

Doing so, BABM never defends single cases but only general practices and general legal obligations. It may however advise its members, in general terms, on legal issues that arise. Advice letters, communicating what is acceptable under commercial and trade practices law, can be sent to members who may rely on them in their dealings with their counterparts.

Since a great many members of BABM are producing or representing market leader products, BABM is strictly limited by the kind of actions described above; it cannot take a common action, nor recommend a common action to its members.

BABM and the distribution

Due to its action in favour of the brand, BABM is an essential interface when communicating with the distribution sector.

BABM wants to facilitate the dialogue between A-brand manufacturers and retailers and aims to be the original author of the main themes of this dialogue.

BABM, by means of its specialised bureaus, strives to improve the economic conditions of the production-distribution relationship via technical cooperation.

BABM and its members

BABM ensures the collaboration between its members. In real time, it gathers, analyses and disseminates information. By means of anonymous questionnaires, general information is collected.

As a privileged body of communication, the newsletter BABM Info is addressed three times per year exclusively to members, to report on the association’s activities and events and inform them about legal applications and to explain these in more detail. In case of urgency, members receive specific messages from BABM.

BABM and the consumer

BABM strives for the greatest satisfaction of the consumer and emphasises the added value of A-brand products via consumer campaigns and interventions in the public debate where needed. A specialised bureau takes care of one uniform image of BABM to be used in each communication with consumers and other parties.

BABM listens to the market

BABM is a privileged place for the study of the market, its trends, its players and its practices. BABM conducts studies and organises seminars on themes like A-brands versus Private Labels, innovation, societal and marketing trends.

BABM understands the market

Because it gathers the leaders of the most prominent companies in their branch of activity, BABM crystallises competences. It contributes to the understanding of the A-brands industry’s message and the recognition of the brand.

The ‘Tribunes’ organised by BABM give retail personalities the opportunity to express their point of view and thus contribute to the collective thinking. Through info-sessions and conferences with specialised speakers on brand related topics, BABM strives to be among the leading brand information centres.

BABM and the public authorities and political decision-makers

Since it only represents its members, and not the industry as a whole, BABM is not a professional federation and does not have an official, representative role towards public authorities (like e.g. Fevia or Comeos).