BBVA-Brand Value case

BBVA-Brand Value case

ID:39910271

大小:1.45 MB

页数:32页

时间:2019-07-14

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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

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