45_02_BBVA.qxd
27/11/07
22:36
Página 269
Working for a better future for people BBVA is a global financial institution based in Spain. Its vision is “We're working for a better future for people”, summarised in one word: adelante (onwards). The bank operates in Europe, America and Asia, and is the leader in its main business areas. It comprises 98,000 employees,who look after 42.4 million customers in 33 countries worldwide, by means of almost 7,600 offices. BBVA considers its brand to be the promise it makes to its stakeholders and the experience offered in this relationship. It aims for coherence between the promise (what it says) and the experience (what it does). Brand management forms part of the culture and behaviour of its employees, with a clear position: “Leadership", “Innovation”, and “For people from people". Its business areas are: – Trade banking in Spain and Portugal: retail businesses and insurance. – Global business: Asia, Europe and large companies and institutions. Asset management, private banking and business and real estate projects. – Mexico: leader in the country and a key part of the Group´s international strategy. – South America: subsidiary banks and companies. – USA: a qualitative leap with the acquisition of the bank Compass Bancshares Inc. – China: the bank has invested more resources here than any other Spanish Company, with 4.83% of China CITIC Bank shares, and 15% of CITIC International Financial Holdings worth 1,000 million euros. A financial institution that provides the best solutions for customers,profitability for shareholders, a unique professional and personal development for employees and progress for the countries where it operates.
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