BBVA has a solid corporate culture that defines the group's daily activities. It has an effect on its actions and it helps it to tackle future challenges. 

In their daily interaction with customers, BBVA employees are the voice of the brand and the creators of the BBVA experience. For this reason it has been of vital concern to communicate, motivate and educate the entire staff on this subject, involving them in the project as the main parties responsible for its success.

The vision is the foundation of BBVA’s values as expressed in seven corporate principles. These take the form of commitments to customers, employees, shareholders and society in general, and they are represented by operational criteria. 
  
The seven corporate principles are as follows:  

1. Focus on the customer as the centre of business. 
2. Creation of shareholder value through business activity. 
3. Teamwork as the engine in the creation of value. 
4. A management style that generates enthusiasm. 
5. Ethical behaviour and personal integrity as a way of understanding and conducting business. 
6. Innovation as the engine of progress. 
7. Corporate social responsibility as an intrinsic part of development.