Abstract:

This paper reviews the process through which BBVA developed and implemented its brand strategy, resulting in strategic positioning ('Brand Vision'). Concerning implementation, steps were developed to define a brand personality and to develop the 'look & feel', brand architecture, branch design and a brand engagement case. This process 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 touchpoint with the organisation.