BBVA in 2012

BBVA brandThe brand’svalue lies inthe perceptionpeople have of itBBVA brand is one of the Group’s intangible assets. It is intangible because the brand’s value liesin the perception that our stakeholders have of us. It is these perceptions which give value to ourbrand, they are the reason why our customers prefer to work with us. This perception that ourstakeholders have is based on the promise they receive from the Group. The promise becomesa perception when it is delivered consistently through the various points of contact betweenthe Bank and our stakeholders. And it is because of this idea they have of us that our customersrecommend us to their friends. The Group therefore identifies BBVA brand with the promise itsmakes to its stakeholders and the experiences they share with it.BBVA: a Bank that makes life easier for its customersBased on this idea we have worked to understand the most relevant aspects of this promise.This is how the BBVA brand positioning originates: a Bank that makes life easier for itscustomers.At BBVA weare committedto simplicitySimplicity is the differential way we have of being customer-centric. We want to change thebanking world by offering our customers the financial products they need in a language theyunderstand; we want to help them manage their money efficiently, without having to devotemore time than necessary to this task, knowing that they understand down to the last detailwhat they are signing.This commitment to simplicity is based, above all, on four core elements that play a decisiverole in each point of contact with our customers, both current and potential: branches, remotecustomer service, communication, etc.:1. Flexibility and agility, which have to do with simplifying paperwork, expediting procedures,offering solutions to their problems and cutting waiting times.2. Accessibility and convenience, i.e. an extensive branch network and a physical and remotedistribution model tailored to the needs of our customers.3. Closeness: more personalized service.4. Clear and transparent language: more and clearer information.3 10 Executive summary