In many cases, a company's brands are its most valuable assets. And these assets should be managed accordingly. IBBD has the objective to develop and transfer evidence-based knowledge in the field of branding to help companies in building brands and develop their business. IBBD is an initiative of experienced academics, brand consultants, entrepreneurs and researchers in the field of branding. It was founded in 2017 by Drs. Andy Mosmans RM, Roland van Kralingen and the EFMI Business School by means of its directors Prof. dr. Laurens Sloot and Drs. Marcel van Aalst. IBBD is a centre of excellence for evidence based branding & business development knowledge and a home base for top branding executives. IBBD is on a mission to: - Inspire top executives, educate and train branding professionals. - Help corporations to develop their own unique branding & business development strategy. - Generate and disseminate state of the art knowledge of branding and business development; both academically and practically. IBBD organizes research & education on the role of branding in business & society: - Why brands matter in today's business environment. - How brands make the difference, externally and internally. - What brands should do to build and develop a sustainable business. - Clarify how brands function as major organizing principles of modern business & life.