To promote and to valorise branded products towards consumers, public institutions, professional organisations, distributors, media and the academic and political world.

To create a climate promoting the development of branded products, enabling them to play a stimulating and innovating role in the economic environment.

To highlight the added value of branded products (quality, consistency in quality, security, innovation but also pleasure, taste, atmosphere, keeping promises, practical and ecological packaging, etc.).

To put the focus on branded products and on all legal, financial and logistic aspects which directly or indirectly affect their management.

To adopt the principle of subsidiarity by avoiding any double use with the existing professional associations. Certain areas covering multiple interests will be dealt with in agreement and collaboration with the existing professional associations. Therefore, BABM has established communication links with different partners and actors who define and influence the climate in which the Branded products circulate: other associations (e.g. FEB/VBO, FEVIA, UBA,…), federal and regional ministries, utility providers, political players.