We at BBVA understand the brand to be the promise we make to our stakeholders and the experiences they have with us. Its positioning is a way of activating our vision today: “Working towards a better future for people”.
The BBVA brand aims to take up a position in a new space of sustainable differentiation not occupied by its competitors, guiding experiences and communication delivered to our stakeholders at all the points of contact. This space is the brand’s corporate positioning and consists of four values: customer centricity, simplicity, reliability and globality.
Simplicity, the essence of the BBVA brand’s new positioning.
Simplicity is the value that should differentiate us most. It is our new way of being customer-centric. We want customers to feel that BBVA is the bank that benefits its customers most by making their lives easier. Simplicity is today a key consumer demand. It is an essential requirement for a better future.
First, brand management has been strengthened, with the creation of a new department that includes the responsibilities for brand positioning, reputation, communication of corporate responsibility, contents and sponsorships, and management of the BBVA brand in social networks. This ensures closer collaboration between all of the people who work on brand communication.
In 2010, progress was made in three areas: management structure, implementation of the new positioning, and a boost to sponsorships.
Second, work has been done on the new brand positioning. It is worth highlighting the following actions carried out:
- Design of a new visual identity that aims for a simple and distinctive style of communication and helps easy brand recognition across all applications and channels. The new identity will be implemented over 2011.
- Communication of this new positioning to all the Group’s employees (as of November 2010, 84,641 employees were aware of it). BBVA considers that employees are the brand themselves, as they are the main creators of experiences.
- Workshops with the business areas in Spain and Portugal, Mexico, South America and the United States to go into the implications of this new positioning on the design of products, processes and channels.
All of these initiatives mean building a brand from the inside (principles, culture, behavior and processes) out (communication, visual identity, tone of voice). For the BBVA brand to continue to strengthen, what employees do must be a faithful reflection of what they say.
BBVA, official sponsor of the Professional Soccer League and the NBA. 
Third, in the field of advertising and content, BBVA has extended from the “soccer territory”, with sponsorship in Spain of the Professional Soccer League (through the “BBVA League” and the “Adelante League”) to the “basketball territory:” BBVA is now the official bank of the NBA, the most important basketball league in the world. These two sponsorships increase the Bank’s commitment to sport and identify it with the values of effort, improvement, teamwork and fair play inherent in soccer and basketball. The agreement with the NBA includes the Women’s NBA and the NBA Development League, in the United States, Spain and Puerto Rico. It is also worth noting that both soccer and basketball are accessible to all and the most popular sports across the world. This reinforces BBVA’s positioning as a simple bank that is close to its customers. The sponsorship strategy is based on living the brand by incorporating it into the content. This means:
- Strengthening the BBVA brand notoriety and visibility, both in Spain and across the world.
- Reinforcing positioning in the values specified above that are closely linked to BBVA (teamwork, the spirit of improvement, effort and fair play).
- And exploiting these values commercially through products that can attract new customers and build the loyalty of existing ones.
According to the last ranking prepared by MillwardBrown Optimor on the Top 100 Most Valuable Brands, BBVA stood at number 56, signifying that the value of the BBVA brand has grown 3%. Furthermore, in the global ranking of financial brands, BBVA is now in 13th place out of 20 banks. Also, according to Sustainable Asset Management (SAM), BBVA maintained its global brand score in 2010, continuing another year well above the average in its sector.
During 2010, brand management in BBVA has been very highly valued by experts.
One of the aspects most highly valued by experts is precisely having the homogenous measurement tools available that enable monitoring of how the brand is perceived in the principal countries in which the Group operates. The perception of the BBVA brand has stabilized or improved in most countries in terms of reputation and continues to be considered a solid brand in all countries in which the Group is present.
BBVA brand awareness
(1-100)
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Spain | Mexico | Argentina | Chile | Peru | Colombia | Venezuela | United States | ||||||||
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2009 | 2010 | 2009 | 2010 | 2009 | 2010 | 2009 | 2010 | 2009 | 2010 | 2009 | 2010 | 2009 | 2010 | 2009 | 2010 |
| Awareness | 66.1 | 68.3 | 89.0 | 86.0 | 65.0 | 71.0 | 20.0 | 21.0 | 70.0 | 77.0 | 33.0 | 31.0 | 44.0 | 49.0 | n.a. | n.a. |
| Awareness (rank) | 1st | 1st | 1st | 1st | 2nd | 3rd | 5th | 5th | 2nd | 2nd | 4th | 4th | 3rd | 3rd | n.a. | n.a. |
| Reputation with customers | 73.6 | 72.2 | 67.5 | 66.9 | 73.6 | 72.5 | 71.2 | 70.9 | 71.0 | 74.5 | 61.6 | 66.1 | 71.0 | 73.7 | 68.9 | 73.2 |
