BBVA-Brand Value case外文翻译.pdfVIP

0 2 - 9 0 - 2 1 0 2 , 3 M-1177-E 1 0 0-504-021 2 - Rev. 7/05 2 1 0 2 , r e v i l O r BBVA: Brand Value e i b a X , n It is 2004, a good moment for BBVA to assess the work done on its identity, o i t brand and corporate reputation management since the merger between BBV a c i n and Argentaria. u m m o It seemed a long time since the two banks had merged, back in 1999: more C s than 90,000 employees in 37 countries, more than 150 brands (Bancomer, s e n Banca Catalana, Banco Comercio…), a wide range of businesses (insurance, i s u real estate, retail banking, corporate banking…), decentralized decision B , a making (delegation, autonomous decision making, specific and different s e r variables depending on the business…), and even two Co-chairmen, Emilio p m E Ybarra (of BBV) and Francisco González (of Argentaria), who headed the l e n bank jointly. e r a They had had to work very hard to integrate the different cultures, get all z i l i t the employees working together in the same direction, and finally unite the