The overall BBVA experience is based on a management model that incorporates the three main intangible assets of the group. These are brand, corporate culture and reputation. 

The presence of these three intangible concepts signifies a new approach to banking and a new form of conduct for everyone in the group. And this integrated model is the source of BBVA’s strength and its biggest competitive advantage when it comes to building a future.

The BBVA experience is the perception of all its stakeholders (customers, employees, shareholders and society at large) in every contact they have with the group. It is unique and distinct and it creates sustainable value. 

The three features of the BBVA experience are as follows:

• The Group’s vision, which conveys BBVA’s ambition and commitment and which serves as a guide so that all efforts are directed to a common goal.
• The corporate culture, which is defined by the bank’s values, principles, commitment and by the operating criteria associated with these concepts.
• The brand experience, which capitalises on the principles and applies them in a coherent manner to build a solid reputation. The brand expresses the principles through which BBVA communicates, acts and presents its services, typified by a creative idea: adelante.  

However, the success of the BBVA model does not only consist of understanding the importance of intangibles. Specific plans are needed to put these concepts to work in the service of the strategic and business objectives.

Thus with time consistency between what the group says (communication), how it behaves (corporate culture) and what it offers (products and services) helps to build and strengthen the corporate reputation.