MANAGEMENT INTEGRATION OF STAKEHOLDER EXPECTATIONS
REPTRAK: MODEL FOR MEASURING AND MANAGING REPUTATION
As noted in the CRR, BBVA has a model for measuring and managing reputation that is closely linked
to the management of responsibility and geared towards the creation of value for the Group, being directly
supervised by the CRR department.
The main tool this model uses goes by the name of RepTrak, which saw the light in 2005 as a result of
the joint work undertaken between the Corporate Reputation Forum (fRC) (of which BBVA is a founding
member) and the Reputation Institute, and has become an international benchmark standard.
RepTrak measures reputation as an index that includes the perception, estimation, admiration and trust
of stakeholders regarding business organisations. The model breaks this index down into a series of specific
attributes, grouping them into seven dimensions (products/services, workplace, citizenship, governance,
innovation, leadership and performance), whose analysis allows for the management and improvement of
general reputation as regards each stakeholder group.
The seven dimensions that make up reputation reflect the BBVA Group’s seven corporate principles,
2008
which it implements in all Group operations and conveys to its stakeholders through its channels and
CRR
means of communication and dialogue.
This measurement model enables BBVA:
1. To know the perception held of the entity by each one of the stakeholders analysed, and specifically
the strong and weak points both in absolute terms and regarding other companies within and
INFORMATION
without the sector.
2. To understand the level of relevance and priority of each aspect for each stakeholder group, thereby
allowing for greater efficiency in focusing efforts to integrate each group’s expectations within
management.
3. To facilitate the mainstream engagement of the Group’s different areas in the execution of action
SUPPLEMENTARY
plans reinforcing corporate responsibility and reputation. Corporate Responsibility Report 2008
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