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

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...