Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell

The purpose of this study is to examine the processes of brand identity redefinition and the adaptation of internal brand communications in the banking context during the COVID-19 crisis. Specifically, the study focuses on Banco Sabadell, a major Spanish bank, from the perspectives of both bank managers and employees. The study employs an empirical approach, utilizing in-depth interviews with nine managers, from different areas, with responsibilities for brand management and internal brand dissemination, internal and external documents related to the bank’s brand identity and the results of an annually administered questionnaire answered by bank employees 2019 through 2022. The information collected offers insights into how the bank managed its corporate brand identity redefinition and internal brand communications and facilitates an assessment of how existing academic models may be applied to crises and identifies the most critical elements. The experiences described in this study may serve as a guide for other companies looking to adapt their brand strategies to a crisis context.