Positioning, Branding platform brand architecture


BBVA real estate wanted to reach agreements with real estate developers through a sub-brand that I wanted to create for that reason. Need: Research and positioning.


A sub-brand is built from a brand. During the investigation process, we realized that BBVA real estate was considered by the promoters as an area of the bank and not as an expert brand. Our recommendation: “create a new brand endorsed by the bank”. This achieved independence by transmitting specialization and at the same time the support of the large group transmitting security. The result was the appearance of Anida (BBVA group).

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