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Research papers

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...

Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Angel Alloza, Fernando Prado
February 1, 2005
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Citation

Alloza and Prado (2005a, February 01). The BBVA brand experience. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-bbva-brand-experience