BBVA in 2012

BBVA values and principlesVision and missionBBVA’s maincommitmentis to provide itscustomers withthe best solutionspossibleBBVA is a global financial services Group committed to providing the best solutions to itscustomers, profitable and sustained growth to its shareholders and progress in the societieswhere it operates. This is the Organization’s mission and raison d’être.Based on a clear vision: “At BBVA, we work for a betterfuture for people”In addition, BBVA Group has a vision as a company, an aspiration that drives its ambition asa bank and which is summarized in one idea: we work for a better future for people. BBVAviews its future as part of the future of all those related to its activity. It believes that its businessdevelopment is linked to the prosperity of the people who live in the societies and countrieswhere it operates and, therefore, seeks to contribute to build a better future for all of them.This way, the Group is committed to the people related to its activity and, particularly, to itscustomers, who are at the core of its business (customer-centric approach). This determinationdefines the identity and positioning of the BBVA brand, as a benchmark of responsible businessconduct.Principles and valuesBBVA is anorganization basedon the principles ofintegrity, prudenceand transparencyWorking for a better future for people is a commitment that the Group defines from the mostbasic fundamentals of responsible business conduct: principles. BBVA is an organization drivenby the principles of integrity, prudence and transparency.• Integrity, as an expression of ethics in the Group’s activity and in its relations with stakeholders(customers, employees, shareholders, suppliers and society at large).• Prudence, understood basically as the principle of caution in risk-taking.• Transparency, as the maxim that prevails throughout its activity to offer access to clear and truthfulinformation within the bounds of the law.In short, this way of working can be summarized in a business model based not only on thetraditional risk-adjusted return, but also on the principle-adjusted return.8 Executive summary