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Creating the BBVA Experience: Beyond Traditional Brand Management

Publicated to:Corporate Reputation Review. 7 (1): 66-81 - 2004-01-01 7(1), DOI: 10.1057/palgrave.crr.1540212

Authors: Alloza Á; Conley S; Prado F; Farfán J; Espantaleón R

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Abstract

The vision of an integrated company, brand and corporate culture represents a guide for behavior within an organization — a measure of consistency between ‘what is said’ and ‘what is done’ that permits the strengthening of a corporate reputation over time. It is vital for a company to strike a balance between its image and its ‘reality’, or the ability to live up to the image that it fosters. The image that Banco Bilbao Vizcaya Argentaria (BBVA) constructs and communicates is a reflection of a corporate identity that combines both the history and the future projection of the Group. It is about projecting that image through the behavior and attitudes of its people, through everything that is done, said and offered. The result that is obtained is the continual strengthening of BBVA's corporate reputation. When a brand is understood in this manner, it is integrated into a corporation's global strategy and directly linked to its territory, vision, corporate principles, as well as the products and services it develops. In this approach, the brand is the central value proposition offered to all target audiences, internal and external, and represents an internal point of reference that guides an organization's behavior. © 2004, Palgrave Macmillan.

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