Estrategia de marca y comunicación en el BBVA a partir de la crisis

The capitalization strategy to overcome the financial and economic crisis had uneven results. From the financial point of view, the results were exceptional. The bank has been able to face the crisis without resorting to external funding or bond issues. However, from the point of view of relations with stakeholders, the situation was less than ideal. As a result, BBVA has adopted in 2009 a new approach to communication and brand management, based on recent theories of persuasive Management.