资源描述:
《BBVA-Brand Value case 》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、M-1177-E0-504-021Rev.7/05BBVA:BrandValueItis2004,agoodmomentforBBVAtoassesstheworkdoneonitsidentity,brandandcorporatereputationmanagementsincethemergerbetweenBBVandArgentaria.Itseemedalongtimesincethetwobankshadmerged,backin1999:morethan90,000employeesin37countries,morethan150brands
2、(Bancomer,BancaCatalana,BancoComercio…),awiderangeofbusinesses(insurance,realestate,retailbanking,corporatebanking…),decentralizeddecisionmaking(delegation,autonomousdecisionmaking,specificanddifferentvariablesdependingonthebusiness…),andeventwoCo-chairmen,EmilioYbarra(ofBBV)andFran
3、ciscoGonzález(ofArgentaria),whoheadedthebankjointly.Theyhadhadtoworkveryhardtointegratethedifferentcultures,getalltheemployeesworkingtogetherinthesamedirection,andfinallyunitethewholeorganization.Somanydecisionsweretaken,andsoquickly!Thisprocessinvolvedseveralofthebusiness’scorporat
4、eandexecutiveareas,andculminatedintheJanuary2000decisiontouseasingeBBVAbrand,ratherthanafederationofcompetingbrandsaswasdonebyBSCHandaThiscasewaspreparedbyProfessorXavierOliverandMaríaCintora,asthebasisforclassdiscussionratherthantoillustrateeithereffectiveorineffectivehandlingofana
5、dministrativesituation.January2004.RevisedinJuly2005.Copyright©2004,IESE.Toordercopiesorrequestpermissiontoreproducematerials,callIESEPUBLISHING34932534200,sendafaxto34932534343,orwriteJuandeAlós,43-08034Barcelona,Spain,orEstedocumentoesunadelas30copiasautorizadasparautilizarenelEmp
6、resa,BusinessCommunication,XabierOliver,2012-2013,2012-09-20iesep@iesep.comNopartofthispublicationmaybereproduced,storedinaretrievalsystem,usedinaspreadsheet,ortransmittedinanyformorbyanymeans-electronic,mechanical,photocopying,recording,orotherwise-withoutthepermissionofIESE.Lasted
7、ited:6/22/061M-1177-EBBVA:BrandValuenumberofEuropeanbanks(Exhibit1).Somepeopleinthebankhadbeenextremelyreluctanttoaccepttheideaofunitingthebrands.Theyhadinsistedthatthevariousbusinessareasweresodifferentintermsofcustomers,marketingpolicyandstrategythatthesinglebrandthatwasabouttobei
8、mposedonthemwasmost