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BBVA: from offering services to being a brand

Author: Chattopadhyay, Amitava INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 2006.Language: EnglishDescription: 32 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: BBVA, a bank recently created through the merger of BBV and Argentaria, has recently experienced a drop in customer satisfaction, a serious cause for concern to the chairman. The case presents the branding work done at BBVA and poses several alternative brand positions that are being considered by BBVA. The case's decision focus is on choosing among the positioning alternatives and the development of both a strategy to communicate the identity and positioning to consumers as well as to employees, with greater emphasis on the latter. Pedagogical Objectives: Branding is often seen as something that marketing people do. On the contrary, a brand engages the entire organization. It acts as both glue for the organization and the lens through which to focus the entire organization's efforts. The purpose of the case is twofold: 1) to provide an opportunity to examine how one can arrive at a brand positioning platform and 2) to make participants think about how one might communicate the brand positioning internally within a large organization. The case can also be used to articulate potential ways of implementing the positioning with the bank's consumers. The case can be used successfully with both MBA and Executive audiences.
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INSEAD Case Asia Campus
Archives
Print Consultation only BC007706
INSEAD Case Europe Campus
INSEAD Publications Display
Print Consultation only BC007705
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

Branding is often seen as something that marketing people do. On the contrary, a brand engages the entire organization. It acts as both glue for the organization and the lens through which to focus the entire organization's efforts. The purpose of the case is twofold: 1) to provide an opportunity to examine how one can arrive at a brand positioning platform and 2) to make participants think about how one might communicate the brand positioning internally within a large organization. The case can also be used to articulate potential ways of implementing the positioning with the bank's consumers. The case can be used successfully with both MBA and Executive audiences.

BBVA, a bank recently created through the merger of BBV and Argentaria, has recently experienced a drop in customer satisfaction, a serious cause for concern to the chairman. The case presents the branding work done at BBVA and poses several alternative brand positions that are being considered by BBVA. The case's decision focus is on choosing among the positioning alternatives and the development of both a strategy to communicate the identity and positioning to consumers as well as to employees, with greater emphasis on the latter.

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