The document outlines the vision, mission and brand personality of the Union of Belgian Advertisers (UBA) which aims to help advertisers maximize the effectiveness, efficiency and sustainability of communications through stimulating responsible communication in an open and transparent environment. It provides the UBA's brand guidelines, including its key messages and positioning to inform, represent and connect advertising professionals in Belgium.

1. D M®K IS
E E GD :
D ESN IV N H TMR
E SE T A E E K
E
‘over heid: m k, im
er ago en ident it eit ’
7 m 201
ei 2
Chr is Van r oey - t he house of br ands

2. Docent
Job
Opl eiding
1982 1987 1996 2007 2012

4. W TIEN MR ?
A S E EK

5. EN MR I
E E KS ...

6. N M E SE K E K
OE EN T R MR

7. KN E KN SE K MR E
E MR E T R E E KN
EXTERN INTERN
✓ Ver st aanbaar
✓ DUIDELIJK
✓ aanwezig
✓ COHERENT
✓ Rel evant MERK ✓ CONSISTENT
✓ gel oof waar dig
✓ AUTHENTIEK
✓ Gedif f er ent ieer d

8. SR T GS H MR GD
T A E I E E K IS
C
INTERN
✓ DUIDELIJK
✓ COHERENT STRATEGISCHE MERKGIDS
✓ CONSISTENT > HET MERK OP1 PAGINA <
✓ AUTHENTIEK

9. VOOR EL MR GD
BED E K IS

10. H TP OC S
E R E
DESK INTERACTIEVE
INTERVIEWS
RESEARCH W ORKSHOPS

11. MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
CONTEXT ‘WAT’ ‘HOE’ ‘WIE’
Reasons-to-Believe
Merk Voordelen
Positionering
Merk Persoonlijkheid
Merk Essentie

12. V IE M S
IE N I I
S SE
MISSIE
VISIE
De UBA helpt adverteerders
Verantwoorde communicatie het rendement
leidt tot: van hun communicatie-investeringen
- goed geïnformeerde consumenten te maximaliseren
- een gezonde en groeiende economie door de effectiviteit,
- een open en innovatieve maatschappij de efficiëntie
en de duurzaamheid
van communicatie te stimuleren
in een open en transparante
communicatie-omgeving.

13. Visie
V rnwod cm u ict l to ge gïnome e osmne,
e tore o mn a e t od e f e d cnu et
a ie id t r r n
e gzne n re ne cnm e e oe e in oa v ma cap .
e eod e goied eoo ie n e pn n nvt e at hpij
n n ie s
Missie
D U Ahl avr e e htedmn vn u cm u ict- vs r gn e
e B e t de e dr er e et a hn o mn a ine e e t
p tr s n ie t in CONTEXT
mx a e n
aiml r is e
do d e et it , d e ic nie n e u rame vn o mn a ts ue n
or e f c e e f iët e d duza hid a cm u ict e t l e
f iv it f ie im r
in e oe e t nprne o mn a - mein
e pn n r saatcm u ict o gv g
n a ie
‘WAT’
Merk Essentie
‘HOE’
MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
‘WIE’

14. MR ESN I
E K SE TE

15. K A TMR A S IT S
A R E K SOCA I
E
risk complexity process
confidence communica opinions
trade partners
food chain tion
EU
protect openness
public consumers
transparency
holistic
risk data
assessment latest
food safety knowledge
available
reliable scientific
excellence networking
credibility
trust
frustration if
disagree advice
best experts
confidence cooperation
EFSA
independence
recognition volunteers
"responsive"
"agency" timely
health
claims authority
GMO
proactive
bureaucracy workload objective
self tasking
EFSA brand concept map
June 06, 2009
Version 2.0
© The House of Brands 2009

16. U AMR ESN I
B E K SE TE

17. Visie
V rnwod cm u ict l to ge gïnome e osmne,
e tore o mn a e t od e f e d cnu et
a ie id t r r n
e gzne n re ne cnm e e oe e in oa v ma cap .
e eod e goied eoo ie n e pn n nvt e at hpij
n n ie s
Missie
D U Ahl avr e e htedmn vn u cm u ict- vs r gn e
e B e t de e dr er e et a hn o mn a ine e e t
p tr s n ie t in CONTEXT
mx a e n
aiml r is e
do d e et it , d e ic nie n e u rame vn o mn a ts ue n
or e f c e e f iët e d duza hid a cm u ict e t l e
f iv it f ie im r
in e oe e t nprne o mn a - mein
e pn n r saatcm u ict o gv g
n a ie
ROCI
‘WAT’
Merk Essentie
Merk Persoonlijkheid
‘HOE’
MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
‘WIE’

18. T S MR PROON IH I
ET E KE S LK E
J D

19. T S MR PROON IH I
ET E KE S LK E
J D
- Colgate - Burton - BBC - Chanel N° 5 - Levis
- Hallmark - Pepsi - Volkswagen - Lexus - Marlboro
- Kodak - Wall Street Journal - Nike

20. U AMR PROON IH I
B E KE S LK E
J D
BEKWAAM
PROFESSIONEEL
ENTHOUSIAST
DYNAMISCH
COLLEGIAAL

21. Visie
V rnwod cm u ict l to ge gïnome e osmne,
e tore o mn a e t od e f e d cnu et
a ie id t r r n
e gzne n re ne cnm e e oe e in oa v ma cap .
e eod e goied eoo ie n e pn n nvt e at hpij
n n ie s
Missie
D U Ahl avr e e htedmn vn u cm u ict- vs r gn e
e B e t de e dr er e et a hn o mn a ine e e t
p tr s n ie t in CONTEXT
mx a e n
aiml r is e
do d e et it , d e ic nie n e u rame vn o mn a ts ue n
or e f c e e f iët e d duza hid a cm u ict e t l e
f iv it f ie im r
in e oe e t nprne o mn a - mein
e pn n r saatcm u ict o gv g
n a ie
Dy En
na th
m ou
isc
h sia
st
ROCI
‘WAT’
Collegiaal
Positionering
Merk Essentie
Merk Voordelen
Merk Persoonlijkheid
Pr
of
Be
es kw
s io
aa
m
ne
el
‘HOE’
MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
‘WIE’

22. P ION R G
OS I E I
T N
VERTEGENWOORDIGEN
REPRESENTER - REPRESENT INFORMEREN
“t he voice of t he adver t iser ”
INFORM - INFORM
ER
“t he sour ce f or t al ent ed adver t iser s”
UITWISSELEN ONTMOETEN
ECHANGER - SHARE RENCONTRER - M EET
“connect ing t he sm t est m
ar inds” “t he r eal com unicat ion com unit y”
m m

23. Visie
V rnwod cm u ict l to ge gïnome e osmne,
e tore o mn a e t od e f e d cnu et
a ie id t r r n
e gzne n re ne cnm e e oe e in oa v ma cap .
e eod e goied eoo ie n e pn n nvt e at hpij
n n ie s
Missie
D U Ahl avr e e htedmn vn u cm u ict- vs r gn e
e B e t de e dr er e et a hn o mn a ine e e t
p tr s n ie t in CONTEXT
mx a e n
aiml r is e
do d e et it , d e ic nie n e u rame vn o mn a ts ue n
or e f c e e f iët e d duza hid a cm u ict e t l e
f iv it f ie im r
in e oe e t nprne o mn a - mein
e pn n r saatcm u ict o gv g
n a ie
Ve
On rte
tm ge
oe nw
te oo
n rd
Dy En ig
na th en
m ou
isc
h sia
st
ROCI
‘WAT’
Collegiaal
Positionering
Merk Essentie
Merk Voordelen
Reasons-to-Believe
Merk Persoonlijkheid
Pr
of
Be
es kw
s io
aa
m
ne
Ui el In
tw
fo
rm
iss er
ele en
n
‘HOE’
MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
‘WIE’

24. Visie
V rnwod cm u ict l to ge gïnome e osmne,
e tore o mn a e t od e f e d cnu et
a ie id t r r n
e gzne n re ne cnm e e oe e in oa v ma cap .
e eod e goied eoo ie n e pn n nvt e at hpij
n n ie s
Missie
D U Ahl avr e e htedmn vn u cm u ict- vs r gn e
e B e t de e dr er e et a hn o mn a ine e e t
p tr s n ie t in CONTEXT
mx a e n
aiml r is e
do d e et it , d e ic nie n e u rame vn o mn a ts ue n
or e f c e e f iët e d duza hid a cm u ict e t l e
f iv it f ie im r
in e oe e t nprne o mn a - mein
e pn n r saatcm u ict o gv g
n a ie
W
C OBekat
E r f
a s F A
O -V R
e
v R
r - P
X h J o
e E s
id P it
C n
S M
u A -M - io
M
m S
m l id I P
e u
r n d - ae
e A pr
B c
Ve n C s
v C
e -
l U
B h
rte d M
o
QOn
tm ge r A
g -
oe nw
oo n
a M
is E
te
n rd a D
t I
Dy En ig ie A
s
na th en
m ou
isc
h sia
st
n
ok
ROCI
B o-
‘WAT’
Collegiaal
it
r sa
Positionering
Ted D y
Merk Essentie
Merk Voordelen
Reasons-to-Believe
Merk Persoonlijkheid
Pr
of
Be
es kw
s io
aa
m
ne
Ui el In
tw U
On fo
rm
iss B l
M
A in er
ele e
e
en
n
A co
x i
E da
c m
p C
a U m
r
e
d B u
W et o
m A n
e is m
r e m
y S ic
k C is
:C e a
g e s
M r t i
r n ie
o t s
i
e e
C vc e l
p r
& e pa
e s
n
Ms t
a s
form
G ids
ue ter C
t r
A vr e
de is lass
UA
B es
‘HOE’
MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
‘WIE’

25. Visie
V rnwod cm u ict l to ge gïnome e osmne,
e tore o mn a e t od e f e d cnu et
a ie id t r r n
e gzne n re ne cnm e e oe e in oa v ma cap .
e eod e goied eoo ie n e pn n nvt e at hpij
n n ie s
Missie
D U Ahl avr e e htedmn vn u cm u ict- vs r gn e
e B e t de e dr er e et a hn o mn a ine e e t
p tr s n ie t in CONTEXT
mx a e n
aiml r is e
do d e et it , d e ic nie n e u rame vn o mn a ts ue n
or e f c e e f iët e d duza hid a cm u ict e t l e
f iv it f ie im r
in e oe e t nprne o mn a - mein
e pn n r saatcm u ict o gv g
n a ie
W
C OBekat
E r f
a s F A
O -V R
e
v R
r - P
X h J o
e E s
id P it
C n
S M
u A -M - io
M
m S
m l id I P
e u
r n d - ae
e A pr
B c
Ve n C s
v C
e -
l U
B h
rte d M
o
QOn
tm ge r A
g -
oe nw
oo n
a M
is E
te
n rd a D
t I
Dy En ig ie A
s
na th en
m ou
isc
h sia
st
n
ok
ROCI
B o-
‘WAT’
Collegiaal
it
r sa
Positionering
Ted D y
Merk Essentie
Merk Voordelen
Reasons-to-Believe
Merk Persoonlijkheid
Pr
of
Be
es kw
s io
aa
m
ne
Ui el In
tw U
On fo
rm
iss B l
M
A in er
ele e
e
en
n
A co
x i
E da
c m
p C
a U m
r
e
d B u
W et o
m A n
e is m
r e m
y S ic
k C is
:C e a
g e s
M r t i
r n ie
o t s
i
e e
C vc e l
p r
& e pa
e s
n
Ms t
a s
form
G ids
ue ter C
t r
A vr e
de is lass
UA
B es
b
ise
k e
V ue
e a
l
V ral
Mrbl in
e ev g
UITDRUKKING
‘HOE’
MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
‘WIE’

26. Visie
V rnwod cm u ict l to ge gïnome e osmne,
e tore o mn a e t od e f e d cnu et
a ie id t r r n
e gzne n re ne cnm e e oe e in oa v ma cap .
e eod e goied eoo ie n e pn n nvt e at hpij
n n ie s
Missie
D U Ahl avr e e htedmn vn u cm u ict- vs r gn e
e B e t de e dr er e et a hn o mn a ine e e t
p tr s n ie t in CONTEXT
mx a e n
aiml r is e
do d e et it , d e ic nie n e u rame vn o mn a ts ue n
or e f c e e f iët e d duza hid a cm u ict e t l e
f iv it f ie im r
in e oe e t nprne o mn a - mein
e pn n r saatcm u ict o gv g
n a ie
W
C OBekat
E r f
a s F A
O -V R
e
v R
r - P
X h J o
e E s
id P it
C n
S M
u A -M - io
M
m S
m l id I P
e u
r n d - ae
e A pr
B c
Ve n C s
v C
e -
l U
B h
rte d M
o
Q On
tm ge r A
g -
oe nw
oo n
a M
is E
te
n rd a D
t I
Dy En ig ie A
s
na th en
m ou
isc
h sia
st
n
ok
ROCI
B o-
‘WAT’
Collegiaal
it
r sa
Positionering
Ted D y
Merk Essentie
Merk Voordelen
Reasons-to-Believe
Merk Persoonlijkheid
Pr
of
Be
es kw
s io
aa
m
ne
Ui el In
tw U
On fo
rm
iss B l
M
A in er
ele e
e
en
n
A co
x i
E da
c m
p C
a U m
r
e
d B u
W et o
m A n
e is m
r e m
y S ic
k C is
:C e a
g e s
M r t i
r n ie
o t s
i
e e
C vc e l
p r
& e pa
e s
n
Ms t
a s
form
G ids
ue ter C
t r
A vr e
de is lass
UA
B es
b
ise
k e
V ue
e a
l
V ral
Mrbl in
e ev g
UITDRUKKING
‘HOE’
MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
e
a
B
s
Md
h
UA
‘WIE’
nut
Cm .
Oe e
om
eia
r
e e
g
t
rse e
Gs. pr
vr id
B ee
Ids ie
Md r ie
popc n
p s
el eue
l ee e
U ALdn
Md c t l
r o
eiae s
a
Agmn pr
nut as .
eiae r e
Ids ies c
s
R c mbr u
n as
DOELGROEPEN

27. Visie
V rnwod cm u ict l to ge gïnome e osmne,
e tore o mn a e t od e f e d cnu et
a ie id t r r n
e gzne n re ne cnm e e oe e in oa v ma cap .
e eod e goied eoo ie n e pn n nvt e at hpij
n n ie s
Missie
D U Ahl avr e e htedmn vn u cm u ict- vs r gn e
e B e t de e dr er e et a hn o mn a ine e e t
p tr s n ie t in CONTEXT
mx a e n
aiml r is e
do d e et it , d e ic nie n e u rame vn o mn a ts ue n
or e f c e e f iët e d duza hid a cm u ict e t l e
f iv it f ie im r
in e oe e t nprne o mn a - mein
e pn n r saatcm u ict o gv g
n a ie
W
C OBekat
E r f
a s F A
O -V R
e
v R
r - P
X h J o
e E s
id P it
C n
S M
u A -M - io
M
m S
m l id I P
e u
r n d - ae
e A pr
B c
Ve n C s
v C
e -
l U
B h
rte d M
o
Q On
tm ge r A
g -
oe nw
oo n
a M
is E
te
n rd a D
t I
Dy En ig ie A
s
na th en
m ou
isc
h sia
st
n
ok
ROCI
B o-
‘WAT’
Collegiaal
it
r sa
Positionering
Ted D y
Merk Essentie
Merk Voordelen
Reasons-to-Believe
Merk Persoonlijkheid
Pr
of
Be
es kw
s io
aa
m
ne
Ui el In
tw U
On fo
rm
iss B l
M
A in er
ele e
e
en
n
A co
x i
E da
c m
p C
a U m
r
e
d B u
W et o
m A n
e is m
r e m
y S ic
k C is
:C e a
g e s
M r t i
r n ie
o t s
i
e e
C vc e l
p r
& e pa
e s
n
Ms t
a s
form
G ids
ue ter C
t r
A vr e
de is lass
UA
B es
b
ise
k e
V ue
e a
l
V ral
Mrbl in
e ev g
UITDRUKKING
‘HOE’
t
Sric
Rs r
Enw
E et
Ta in
ul t
oms
e e
W bit
e ac
Me g
vns
- es
are l
ese
v s
rin g
oiamd
e h
e ins
Javr a
ic ie
ie
Pb a s
sg
Cm is s
Sc l eia
MERKGIDS UNIE VAN BELGISCHE ADVERTEERDERS
e
a
B
s
Md
h
UA
‘WIE’
nut
Cm .
Oe e
om
eia
r
e e
g
t
rse e
Gs. pr
vr id
B ee
Ids ie
Md r ie
popc n
p s
el eue
l ee e
U ALdn
Md c t l
r o
eiae s
a
Agmn pr
nut as .
eiae r e
Ids ies c
s
R c mbr u
n as
TOUCHPOINTS DOELGROEPEN

31. D ESN IV N EN SE K E K
E SE T A E T R MR
E

32. IP C SE K E K
MA T T R MR
Herkenning Attributie Netto-impact

33. D M®K IS
E E GD :
D ESN IV NH TMR
E SE T A E E K
E
Chr is@ hehouseof br ands.be
t
@ ivar o
cr