For BBVA reputation is how the company is perceived by all the stakeholders, both from inside and outside the company, with which it has got a relationship. Reputation is the result of the behaviour developed over time and it describes the ability of the company to give value to the groups mentioned above.

The management of reputation is key aspectl for the BBVA Experience.
 
BBVA developed in 2005 a model to measure and manage corporate reputation adopted by companies belonging to the Corporate Reputation Forum, of which BBVA is a founding member and where it had held the presidency and secretariat during that year.

This model is closely related to corporate responsibility management and it is oriented to value creation for the Group, being managed directly by the Corporate Responsibility and Reputation Department.
 
More detailed information about the model is available on the Corporate Responsibility Report 2008