SUPPLEMENTARY INFORMATION CRR 2008
Corporate Responsibility Report 2008
2
CR PRINCIPLES AND POLICY
VISION, CORPORATE PRINCIPLES AND POSITIONING
CORPORATE PRINCIPLES
SPEECH BY BBVA’S CHAIRMAN IN THE PROGRAMME ON CSR ORGANISED BY ESADE AND STANFORD
See the full Spanish text of the speech La empresa responsable del siglo XXI: Rentabilidad ajustada a
principios (Responsible business in the 21st century: Return adjusted to principles) delivered by BBVA’s
Chairman in Barcelona on 27 March 2008.
POSITIONING
BRAND MANAGEMENT
The brand management undertaken at BBVA is based on the premise that a brand with a good
reputation requires consistency between the pledge (what BBVA says) and experience (what we do as
employees of BBVA). Accordingly, brand management at BBVA is wholly linked to its values and to the
performance of its staff. This way of understanding the brand was introduced in 2003 and is called the
“BBVA Experience” and has been highly rated by analysts in recent years.
(More information on the BBVA Experience is available at www.bbva.com).
BRAND AWARENESS AND REPUTATION. TREND IN 2008
93
2008
38
BBVA continues to be the most widely known financial institution in both Spain and Mexico. 67% of
people in Spain and 85% in Mexico know of BBVA. This is a key strength, as awareness is an essential
requirement for consumers to consider a brand as a possible provider.
Trend in BBVA awareness and reputation
(Scale 1-100)
Awareness (1)
Reputation in customers
Reputation in society
Brand management rating
(Score 1-100)
Source: Assessment by the Rating Agency SAM. 2008
93
2007
32
Spain Mexico Argentina Chile Peru Colombia
2008 2007 2008 2007 2008 2007 2008 2007 2008 2007 2008 2007
67.0 74.0 85.0 91.0 63.0 67.0 NA 31.0 72.0 88.0 41.0 36.0
79.0 77.0 67.6 68.3 75.0 75.8 72.2 71.2 75.8 74.3 67.3 73.5
73.8 70.3 65.1 65.8 69.7 71.2 66.0 66.6 71.8 72.0 64.4 72.3
(1) The data for awareness in 2008 are for the January-December period in all countries except Peru, where they run through to November.
(2) A variation between two years is only statistically significant when it is equal to or over 1 point.
N.A.: Information not available.
Scope: BBVA Group.
BBVA
Sector average
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