The BBVA brand experience
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.
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