POSITIONING. The identity and positioning
of the BBVA corporate brand are defined by the
combination of three main focal points that sum
up the Group’s vision, being the pillars upon which
its business strategy, brand and reputation rest,
namely, its corporate principles, prioritizing
innovation and the notion of working through
people for people. The adelante banner, meaning
forward, embodies each and every one of these
approaches, symbolises the spirit of uninterrupted
progress that informs the company’s everyday
operations and defines its long-term horizon.
BUSINESS
STRATEGY
The principles are the
mainstays of the BBVA
project. Its management
model not only relies upon Risk-adjusted Return
(RaR) as the tool for measuring the value the
Group creates, but goes even further, applying
strict ethical criteria: integrity, transparency,
prudent risk management and best practices.
Its strategy and business model are therefore
based also on return adjusted to principles.
Within the prevailing environment of financial
and economic downturn and crisis in values, this
model is more pertinent than ever and constitutes
one of BBVA’s clearly defining traits for building
up credibility and trust. For BBVA, this is the key
that ensures the sustained creation of value over
time for each and every one of its stakeholders.
A strategy based on principles
Financial
crisis
I
Transparency
Real economic
Crisis of
crisis values
«Return adjusted to Principles»
II
Prudence III
Integrity
Trust + Credibility
Sustained value creation over time
In 2008, the Group further developed its
Innovation and Transformation plan, whose
overriding goals are:
• To generate an offer designed to cater for
the needs of each individual or community.
• To pave the way for new segments of the
population to access financial services.
• To extend the business offer to other nonfinancial
products and services.
The idea is encapsulated in innovation at the
service of people as an attribute that should be a
feature of all Group areas. Within this framework,
the challenge facing corporate responsibility policy
is to act as a lever of innovation and
transformation for the Group, aligning its
operations to help achieve the strategic goals set
forth in this plan and constructing a unique and
differentiated discourse.
CORPORATE
RESPONSIBI-
LITY AT BBVA
AIMS. Corporate
responsibility (CR) at BBVA
has been reinforced in the
light of recent events. Within
a crisis setting, corporate responsibility should be
a differentiating factor. The aim of BBVA’s policy,
therefore, continues to be to define commitments
and foster behaviours that create value for all its
stakeholders (social value), as well as for BBVA
itself (reputational value and direct economic
value).
Accordingly, it is essential for such
commitments and behaviours to simultaneously
express BBVA’s vision and principles, respond in
the best possible way to stakeholder expectations
and reinforce the company’s business strategy.
The main commitments the Group seeks to
fulfil through its Corporate Responsibility Policy
are as follows:
• Uphold excellence at all times in its core
business operations.
• Minimize the negative impacts caused by its
business activity.
• Develop “social business opportunities” to
generate both social and economic value for
BBVA.
• Invest in those societies in which it is present
through support for social projects, especially
those involving education.
MANAGEMENT AND GOVERMENT OF
CORPORATE RESPONSIBILITY POLICY.
Major progress has continued to be made in 2008
in integrating corporate responsibility within the
CR PRINCIPLES AND POLICY
Corporate Responsibility Report 2008
9
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