The Bbva Experience

Building a Corporate Reputation Based on a Vision Focused on Consumer Insight, and Its Consistent Implementation through the Brand and the Corporate Culture

Angel Alloza
BBVA (Banco Bilbao Vizcaya Argentaria), Spain.

Fernando Prado
Kantya brand strategies, Spain.

INTRODUCTION

(see Figure 1)

When it came to implementation, the next steps were to define a brand personality and to develop the “look & feel”, brand architecture, branch design and a brand engagement cascade. This process finally resulted in the creation of the BBVA Experience, a long-term project devoted to creating and implementing a unique and consistent experience that should be received by all audiences in any touch point with the organisation.