BBVA in 2012

Our communication in 2012 has continued to make progress in the implementation of the BBVAbrand positioning and of its corporate identity.We have continued to develop the new communication model. As was mentioned in last year’sreport, the Bank has shifted from a product-based communication model to one that gives thebrand the leading role. It communicates a unique and global positioning based on simplicity forall areas and business units and for the Bank’s target audience. The worldwide result is:• A unique BBVA positioning.• A single message, adaptable to each area and/or business unit (“glocal” approach).A newcommunicationmodel that givesBBVA brand theleading role• A single advertising culture throughout the Group.• With this new positioning, products become instruments for communicating the brand’s values.As well as this, progress has been made to build the new corporate identity, which aims for:• A simple and differential style of communication, in line with the brand positioning.• The use of clear and transparent language.• A single visual image identifying the brand quickly in all its applications and distributionchannels.A single corporateidentity thatenables the brandto be identifiedquickly and clearlyThis new corporate identity has been implemented across all online and offline advertisingcommunication. It is also being incorporated into all the means of payment, corporateequipment, branches and corporate buildings.For BBVA, the social media are fundamental to improve customer relations. For this reason, theBank’s presence in the new media, always underdevelopment, is everyone’s responsibility. Manyteams specialized in various areas (Communication and Brand content generation, developmentof innovative formats in New Digital Channels, marketing departments in the different countriesand customer service areas, Human Resources, BBVA Research, Innovation, etc.) contribute toimproving the service provided through these channels. Collaboration among experts in variousareas leads to effective management and coordination of communication in today’s changingand difficult environment.On the premise that there is not only one, but several BBVAs that specifically address the needsof each customer, the best way of serving users wherever they are is through social media.BBVA community in the social media is growing every day and already has more than 3.7 millionfollowers. This data, which is updated on a daily basis, is available via new visual graphics on thecorporate blog bbvasocialmedia.com. These visual graphics are designed to be interactive, sothe user can access the BBVA profiles listed by country in a highly visual and intuitive way. It isalso dynamic, since the global data and the information posted on the social medias are updatedautomatically every 24 hours. Currently, 131 profiles are included under the umbrella of the BBVAbrand on Facebook, Twitter, Linkedin, YouTube and Google+ in 12 countries around the world.Sponsorships are another channel used by BBVA to reinforce the brand’s attractiveness,by associating BBVA with universal domains of global scope which share values with theBank’s corporate culture. All this under a strategy that should be based on three basic pillars:recognition, positioning in values and commercial operation.Soccer and basketball are the most important universal domains with which BBVA is associated.It is worth mentioning again the following sponsorships: the Professional Soccer League in Spain,officially known as Liga BBVA and Liga Adelante; BBVA Francés’ sponsorship of the two greatestclubs in the history of soccer in Argentina (Boca and River); and sponsorship of the NBA, whichincludes the WNBA and the NBA Development League in the United States, Mexico, SouthAmerica, Spain, Portugal and Turkey.In soccer, BBVA has developed a number of initiatives, such as the brand’s presence in all LigaBBVA broadcasts worldwide; the development of a digital ecosystem, “Liga BBVA”, with contentThecommunicationstrategy throughInternet and socialmedia reinforcesthe brand’spositioningBBVA’s sponsorshipstrategy is basedon three pillars:recognition,positioningin values andcommercialoperationBBVA brand11