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Intangible Non-Current Assets


Human Capital

Technical competence, professional qualification and commitment to the values of the Bank are the characteristics which make the difference in Banco do Brasil's workforce. As one of the largest employers in the Country, the Bank seeks to keep its employees motivated, ensuring them opportunities for professional development and growth.

As a result of the quality of its internal environment, in 2010 was awarded recognition as one of the best companies to work for in Brazil, according to a poll carried out by Great Place to Work (GPTW) and for the 2nd time was granted the seal for the Promotion of Gender Equality, granted by the Federal Government. These awards are a way of recognizing the Company for introducing staff management practices which favour satisfaction in the workplace and encourage gender equality.

Since 2005, the Bank has also had a Professional Advancement Program in its branch network, which identifies employees according to their qualifications, to occupy management roles, providing clear criteria for professional advancement.

In 2010, the Vice Presidency of Human Resources and Sustainable Development was restructured, with the expansion of the network of Regional Unit for Staff Management (GEPES). With this initiative, each Brazilian state thus had a least one of these units. They are responsible for the implementation and operation of staff management policies and strategies, relationships with employees and sponsored entities, as well as socio-environmental responsibility and corporate citizenship.


This year, Banco do Brasil invested R$118.1 millions in the training of its professional team, with a total of 8,592,756 hours of training, in other words an average of 78.81 hours per employee. If the hours referring to higher education are considered, total training hours amounted to 13,552,147 in other words an average of 124.30 hours per employee.

It is part of the labour agreement in the various areas of the Bank that they must fulfil a minimum training regime of 30 hours of training per employee, encouraging continuous learning and the constant renewal of knowledge.

It should be pointed out that, being a Company whose majority shareholding is owned by the State, Banco do Brasil carries out public selections involving exams covering general and specific knowledge, for the hiring of new employees. This methodology ensures the hiring of employees with a high degree of knowledge, as well as providing transparency in its hiring policy. The recruiting prospectuses are published on the websites of the organization and in the press, as are the results of the selection process. Two external selection processes were carried out in 2010, with a total of 215,361 subscribers and 33,440 approved for registration.


Brand-name

In a highly competitive environment such as the financial industry, one of the differentials in the market is the relationship between the Bank and its public audiences, and its brand-name.

Over the 202 years of existence and the Organization the brand-name Banco do Brasil has evolved and is today one of the most recognized and valuable in the country. According to research carried out by the Datafolha Institute, Banco do Brasil is the financial institution most remembered by Brazilians, for the 19th year running (Datafolha Awards 2010). The BB brand represents the attributes of the Company most valued by its clients, solidity, reliability, security, modernity and credibility – as well as representing all the values related to the country and Brazilians.

Brand Management

To strengthen and preserve the Banco do Brasil brand-name, which includes rigid standards of visual identity, is part of Banco do Brasil's strategy.

The management of the brand includes policies for the protection and use of the brand name in branches, sub-branches, offices, ATM terminals and other points of contact and service to the public; on the various internet sites, in printed and electronic material and in all the Bank's communications.


Publicity

SO8 | PR6 | PR7


Campanha "2010 é do Brasil"

"2010 is the year of Brazil" Campaign

In 2010 Banco do Brasil's publicity campaigns aimed to strengthen its brand-name positioning, showing solutions for its various public audiences and portraying the differentiated role of the Bank in supporting the development of the country, based on the concept "This is Brazil" and the slogan "All for you".

The launching of this concept occurred at the beginning of the year, with the campaign "2010 is the year of Brazil ", which encouraged Brazilians to move ahead with their plans from the drawing board, in view of the highly positive moment in the Brazilian economy and also aims to associate the image of the Bank with sport and Brazilian fans, who at that moment, were preparing for the World Cup.

Campanha "2010 é do Brasil"

"2010 is the year of Brazil" Campaign

With the motto "This result is Brazil. It's all for you", a campaign was carried out to publicise one of the best financial results in the Bank's history, emphasising that Banco do Brasil is the only bank that reinvest most of its profit in the Country.

With regard to publicity, BB, in compliance with Law 11,800/2008 sole paragraph, of Article 33 of the consumer defence code, since 2008 BB has not used marketing to sell its products and services. All institutional publicity undergoes the supervision of the Secretariat for Social Communication, of the President of the Republic, in accordance with Decree 4,799, of 08.04.2003.


Campanha "Balanço Publicitário 2009"

"2009 Results" Campaign
The publicity campaigns carry the telephone numbers of BB's call centre, the consumer service centre (SAC) and the BB ombudsman service, within the publicity layouts, with the aim of complying with Decree Law 6,523, of 07.31.2008 and CMN Resolution 3,477, of 07.26.2007, which covers the publication of the SAC's telephone number and the institution of an organizational component providing an ombudsman service for financial institutions, respectively.

In the same year, no cases were reported related to non-conformity to regulations of voluntary codes related to marketing and communication.

Promotion and Sponsorship


Every year, Banco do Brasil publishes a tender document for the public selection of projects to be sponsored in the following year, conducting the process in a transparent manner, with democratization of access and regionalization of the funds invested. In 2010, 7,297 inscriptions were received, and 968 projects pre-selected; projects destined for the Banco do Brasil Cultural Center (CCBB) program are the object of specific selection.

Participation at agricultural fairs, real state showrooms, forums, congresses and technical seminars, as well as the holding of shareholder relationship meetings and events, are all other tools that support the market activities of Banco do Brasil.

In 2010, Banco do Brasil sponsored/promoted more than 3,000 events in every Brazilian state, as well as outside the Country.
Banco do Brasil' sponsorships aims not only promoting its businesses, products and services, but also supporting the socio-environmental, cultural, sporting and economic development of the Country.

The return on investment from sponsorship is measured in accordance with the nature of the projects and the results are used to assist the analysis of future sponsorships, so as to ensure the best value for money for the Company and for society.

Culture

Banco do Brasil is one of the most important sponsors and investors in culture in the Country. Through its sponsorship program, the activities of the Cultural Centers and the initiatives of the Banco do Brasil Foundation, the Institution focuses more on investment related to art and audiovisual displays because, in addition to the educational nature of these activities, they stimulate vocational callings and generate jobs and incomes. In culture, the Bank invested R$41.2 million in 2010.



Cultural Centers

20 years ago Banco do Brasil created its first Banco do Brasil Cultural Center (CCBB) in Rio de Janeiro, and through its Cultural Centers, also located in the cities of Brasília, São Paulo and shortly in Belo Horizonte, Banco do Brasil continues to sponsor its main cultural initiatives, in the areas of art (paintings and drawing), scenic art, music, cinema, seminars, debates and educational programs. Artists and national and international events make up the programming every year which excels in its diversity of theme displays, styles, mixing contemporary art with Brazil's rich history, and that of other cultures.

Drag the mouse in the image below to explore the scene.
Centro Cultural Banco do Brasil - São Paulo


In 20 years of operation, CCBB has accumulated a public audience comparable with the largest museums in the world. In 2010 alone, the Cultural Centers received more than 4.3 million visitors, with 1,085 presentations of music, dance and theatre, among others. With activities that are either free to the public or with very low entry prices, events that focus on disabled people, with wide-ranging educational programs, accessibility and the democratization of culture, all form part of the directives of the operations of the Banco do Brasil Cultural Centers.

An example of a cultural project focused on social inclusion is the National Cinema with subtitles and audio-descriptions, which provide people with hearing or visual deficiencies and unequalled opportunity to participate in quality national film performances. Materials printed in Braille provide access to the arts and assist in the inclusion of people with visual deficiencies. The CCBB buildings are all adapted to serve the disabled, with free transport taking students from schools in the public network to exhibitions. In 2010, 342,250 students participated in CCBB's educational activities.

In addition to the regular cultural programming provided to the public at its headquarters, the CCBB's Travelling Units takes culture to all regions of the Country. In 2010, 16 Brazilian cities were visited, with events in all cultural areas.

The projects carried at the CCBB and by the Travelling Units, contribute to the generation of jobs and incomes in Brazil. In 2010, they generated 6,833 direct jobs.

Sport

Banco do Brasil has been encouraging and sponsoring Brazilian sport since 1991. In 2010, BB invested R$54 million in national sport, benefiting athletes that take part in court volleyball, beach volleyball, sailing, indoor football, tennis and cycling.

In 2010 the athletes and teams sponsored by the Company resulted in some important titles for Brazil, among them being the championship title of the Brazilian Masculine Volleyball Team during the holding of the World League in Argentina, in July, and the Three-time World Champion title in Italy in October. The Brazilian Base Volleyball Teams also won considerable acclaim, winning the gold medal in the South American Young Feminine and the Young Masculine and Feminine categories. In beach volleyball, the doubles Alison and Emanuel, Talita and Maria Elisa achieved second place in the World Circuit of Beach Volleyball in 2010.

O Circuito Banco do Brasil Vôlei de Praia Sub-21 contou com a participação de 430 atletas com idade inferior a 21 anos. O Circuito faz parte da preparação de jovens atletas para olimpíadas futuras, a exemplo da que será realizada no Rio de Janeiro em 2016. Em 2010, a Seleção Brasileira de Base de vôlei de praia conquistou prata no masculino e bronze no feminino no Campeonato Mundial Sub-21.

The Banco do Brasil Beach Volleyball Circuit Sub-21 had the participation of 430 athletes under the age of 21. The circuit is part of the preparation for young athletes for future Olympic Games, such as that to be held in Rio de Janeiro in 2016. In 2010, the Brazilian Base Beach Volleyball Team won the silver medal in the masculine category and the bronze medal in the feminine category in the Sub-21 World Championship.

In addition to sporting competitions, the athletes sponsored by the Bank participate in social initiatives such as campaigns for the collection of foodstuffs, sports workshops and visits to welfare entities.

During the 753 sporting events held in 2010, Banco do Brasil promoted the logistics for the collection of 9886 tons of foodstuffs. These events generated approximately 10,000 temporary jobs.

Socio-sporting workshops and projects, realized simultaneously with the sports sponsorship, catered to more than 30,000 children from schools in the public network and social projects, during the year, throughout the Country. The Bank also supports the Bernardinho Volley School Project, in Rio de Janeiro, 'Núcleos Leões do Vôlei' of the athletes Giba and Emanuel in Curitiba/PR, the Guga Kuerten Institute in Florianópolis/SC, where lessons in volley and tennis are provided free. In these lessons, children receive orientation and monitoring, with a view to achieving their social inclusion through sport.

Due to the importance of measuring the return obtained from sporting sponsorship, a number of items are evaluated, among them being the reports on the spontaneous media return from the BB brand, drawn up by a specialist company in the market.




Sponsorship for Socio-environmental Responsibility

In alignment with its sponsorship policy, Banco do Brasil supports events which have the object of contributing to the strengthening of the movement for Corporate Social Responsibility (RSC). Among the various events sponsored, are the World Social Forum, the III International Forum for Communication and Sustainability, the Millennium Development Goals Award, Week for Valuing People with Disabilities, the African-Descendent Trophy, the National Conference on Education and the Ethos International Conference (since 2004).

Technology

Banco do Brasil's investments in Information Technology in 2010 were substantial. The figures referring to this investment can be seen in the subsequent sub-chapters.

Some of Banco do Brasil's IT initiatives are of particular note, among them being the incorporation of Banco Nossa Caixa, the improvement in services and the development of innovative solutions proposed by the Program for Retail Transformation, the support for the management and creation of electronic relationship channels for clients, and investment in infrastructure.

The incorporation of Banco Nossa Caixa (BNC)
was an outstanding case in the market from an Information Technology standpoint, both in terms of technical capacity, which generated a hybrid terminal solution for cash machines so that the clients of BNC did not feel any impact from the switchover, as well as the management capacity of the project, which was extremely complex. The incorporation period, which lasted only nine months, for example, surprised observers, as did the quality of the process, which had a minimal impact for clients.

In technology infrastructure, Banco do Brasil also invested heavily in 2010. In addition to expanding the current DataCenter building at the Technology Complex Center in Brasília, BB completed the process of carrying out a tender for the choice of consortium which will build the new DataCenter in the federal capital. With the start of construction scheduled for February 2011, DataCenter is the first Public-Private Partnership (PPP) of the Federal Government, involving Banco do Brasil (80%) and Caixa Econômica Federal (20%), with the providing of long duration service (15 years) through the payment of monthly instalments.

To improve service, provide better service access for clients and contribute to providing access to those with special needs, in 2010 Banco do Brasil updated more than 9 thousand ATM terminals, based on the standards of ABNT Norm 15,250.

As a recognition of of its innovative stance and in its development of technology with the aim of improving the Bank's processes and services, BB received awards in many technology categories, the following of which are of note:

• Retail Transformation Program – "BB 2.0 – New Relationship Model for Individuals Customers and Companies". In this project, regarding tools development, the Bank is seeking to develop solutions to permit effective communication and interaction with clients and the generation of information.

• "Mais BB" Banking Agents. With this project, the technological platform of the representative banks was unified and standardized. Structure was based on three key elements: innovation, sharing and multi-services. This initiative resulted in gains in scale, quality and efficiency of services, as well as providing more convenience to clients through the expansion of the network.

• Optimizing and reducing costs in the delivery of BB solutions to banks incorporated and affiliated through the use of cache/proxy free software service. This project has the aim of optimizing access to the network, due to the expanzion of BB through acquisitions and expansion of its own network. Of the solutions implemented, a particular note was the use of free softwares, allowing flexible operation and resulting in a reduction in costs.

• BB Giro Recebíveis. The project enabled the creation of new credit facilities with automated control, without the employees manual procedures. The credit has become available to the customer straight on the Internet. Thus, there was the integration of IT applications with the expantion of products ans services to micro and small companies.

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