About Banco Santander
Grupo Santander is one of the world’s most important financial groups. At its core lies Banco Santander. It possesses a network of financial institutions with a presence around the globe, principally in Europe and Latin America. Grupo Santander has 12,235 branches, 188,492 employees, 125 million customers and 3.9 million shareholders throughout the world.
The priorities when dealing with the BrandCenter have been to guarantee that the mainstays making up the Santander brand image are applied consistently in the different points of contact and in the different markets in which it operates. To this end, all markets and business units need to have access to the same brand management tools, and in real time. Also, it was important to secure full cooperation between teams responsible for individual markets and the global team, both in the use of tools and in the supervision of communication and marketing pieces.
Santander is present in 10 core markets and one of the chief challenges for the brand comes from the coexistence of very different realities in each of these markets. Commercial banking is a very local business and so the brand must convey this local essence without losing sight of the Group’s international dimension. This creates challenges for management, as we have to find a balance between local and global priorities, to provide a guarantee of consistency in terms of positioning and a high degree of coherence in image-related matters.
‘The BrandCenter has let us share, mainly amongst brand and marketing groups, information and resources of general interest in the sphere of brands and communication’
The BrandCenter Aggylon has allowed us to have a single point of reference for all countries and businesses in terms of brand. This gives us a guarantee that the brand tools and assets are available at all times and accessible from any digital device, to both employees and outside suppliers. Also, it is much more efficient in terms of updating content, as it only needs to be updated in one single place.