The BBVA experience - building a corporate reputation based on a vision focused on consumer insight, and its consistent implementation through the brand and corporate culture

Angel Alloza and Fernando Prado

This paper reviews the process through which BBVA developed and implemented its brand strategy, resulting in strategic positioning (“Brand Vision”).

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 AllozaBBVA (Banco Bilbao Vizcaya Argentaria), Spain.

Fernando PradoKantya 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...

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