Post on 02-Jun-2020
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FACTBOOK
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B R A N D E S S E N C E
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» F U R T H E R , A L W A Y S F U R T H E R .
I T ’ S N O T J U S T A B O U T W I L L P O W E R ,
B U T E S S E N T I A L L Y T H E N E E D T O C O N S T A N T L Y
D E V E L O P Y O U R S E L F . «
OLIVER KAHN
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B R A N D S T O R Y
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IF YOU NEED BALLS, MAKE SURE THEY’RE TITANIUM ONES
Titans are children of the gods. Giants
who fight for their freedom. Since at least
the 2002 World Cup Oliver Kahn is also a
giant – both as an athlete and as a per-
son, equipped with willpower as strong
as titanium. His willingness to perform to
the max and his abilities as a goalkeeper
have made him a legend and global role
model. “Further, always further” is his
credo and it drives him to constantly
learn new things and further develop
himself.
To achieve great things, Oliver Kahn
brings all his skills to bear. He views set-
backs and lows as productive opportuni-
ties. He is a winner who knows how to
lose and who is not too proud to take a
backstage role if it’s for the greater good.
The higher the requirements and the
greater the challenge, the more his per-
sonal potential can fully have an impact.
Oliver Kahn lives this attitude in all he
does with intensity and success like no
one else.
B R A N D S T O R Y
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EUROPEAN CHAMPION
1996
WORLD CUP WINNER
2001
WORLD CUP RUNNER-UP
2002
CHAMPIONS LEAGUE WINNER
2001
UEFA CUP WINNERS
1996
DFB CUP WINNER
1998, 2000, 2003, 2005, 2006, 2008
DFB LEAGUE CUP WINNERS
1997, 1998, 1999, 2000, 2004, 2007
B R A N D S T O R Y
BEST PLAYER AND GOALKEEPER OF THE FIFA WORLD CUP
2002
WORLD GOALKEEPER OF THE YEAR
1999, 2001, 2002
EUROPE‘S GOALKEEPER OF THE YEAR
1999, 2000, 2001, 2002
GERMANY‘S FOOTBALLER OF THE YEAR
2000, 2001
GERMANY‘S GOALKEEPER OF THE YEAR
1994, 1997, 1999, 2000, 2001, 2002
GERMAN CHAMPIONS
1997, 1999, 2000, 2001, 2003, 2005, 2006, 2008
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MY WILLPOWER DRIVES ME TO TRY NEW THINGS
Oliver Kahn‘s career as a world-class
goalkeeper has created the foundation
for his extensive expertise, high level
of public recognition, and credibility.
It’s the kind of success that makes him
independent and allows him to provide
clear and transparent content about
peak performance that goes far beyond
the sport. He provides new impetus that
gives people guidance and inspiration.
Oliver Kahn believes in inner strength.
He believes that people can achieve a lot
with discipline, patience and passion.
He has proven it again and again - even
after his career as a professional foot-
baller ended: He holds an ‘A’ trainer’s
licence, a master’s degree in business
administration and, as a football expert,
draws millions of television viewers. As
an entrepreneur and philanthropist, he
consistently translates his success as a
former high performance athlete into
achievements in different areas. He is an
example for all those who want to work
hard in life in order to progress.
And Oliver Kahn has by no means reached all his goals...
B R A N D S T O R Y
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B R A N D V I E W
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SOCIAL MEDIA
In 2016, Oliver Kahn’s influence will fur-
ther expand in order to enhance commu-
nication, interaction and his relationship
with the audience.
SAFE HUB
In 2016/2017 the Oliver Kahn Foundation
will launch a major educational athletics
project in Berlin. A training centre (Safe
Hub) with a football pitch will be built to
give socially disadvantaged children and
young people hope for the future.
SOCCERMATICS
An international documentary about
technology and big data in football.
Oliver Kahn is the protagonist & host of
this Red Bull Media House production.
S O C C E R M A T I C S
GOALPLAY
In 2016 Oliver Kahn will launch the first
brand in the world dedicated solely to
goalkeepers. GoalPlay will be the hub
for goalkeepers who want to share their
passion and further develop themselves
as sportsmen and women.
EURO 2016
ZDF will broadcast the 2016 UEFA
European Championship live in France
with Oliver Kahn as a football expert.
2016: THE OLIVER KAHN SUCCESS STORY CONTINUES...
B R A N D V I E W
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B R A N D V A L U E S
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B R A N D V A L U E S
“PEOPLE KNOW I’M NO CLOWN”
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B R A N D M I S S I O N
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“A SUCCESSFUL CAREER AS AN ATHLETE IS MERELY THE START OF YOUR DEVELOPMENT, THE MEANING OF WHICH ONLY BECOMES
APPARENT LATER ON.”
OLIVER KAHN
Oliver Kahn motivates and inspires people to set big goals and determinedly
follow them. With motivation, discipline, hard work and the necessary will, every
goal is achievable. Even the unattainable ones. Oliver Kahn conveys the strength
and continuity of believing in one’s self. He is an expert, motivator and a guide.
Oliver Kahn never gives up. He keeps going until success is inevitable.
B R A N D M I S S I O N
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B R A N D P R O M I S E
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OUR PROMISE: TITANIUM THAT’S WORTH ITS WEIGHT IN GOLD
Oliver Kahn epitomizes an authentic
willingness to perform to the maximum,
a strong will, bravery and courage.
He is a loyal and reliable partner who
sets his mind to the task at hand and
gives an impetus for continuous devel-
opment. He is never too proud to take a
back seat for the greater good in order
to strengthen and support others while
they achieve their goals.
B R A N D P R O M I S E
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WHO DOES OLIVER KAHN REACH WITH HIS PROMISE?
COMPANIES ...
…whose benchmark is high performance. Companies who want to use Oliver Kahn’s
activation potential in the areas of football, motivation, winning mentality and
entrepreneurship.
MEN AND WOMEN ...
…who want to get going, no questions asked, as well as those who know how to take
a back seat for the greater good from time to time. Everyone who understands that
hard work means getting your hands dirty but can also be a joyful experience that
leads the way to your destination.
CHILDREN AND YOUNG PEOPLE ...
... who grow up in socially disadvantaged areas and have no perspective in life. Those
who want to achieve things in their lives, who love playing football and appreciate
Oliver Kahn as an expert who can give them the necessary orientation.
B R A N D P R O M I S E F A C T S
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B R A N D P R O M I S E F A C T S
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B R A N D P R O M I S E F A C T S
98% of the German population knows
Oliver Kahn. This places him in the
top sphere of German celebrities.
And, in line with his credo, there’s still
room for improvement.
ACHIEVE 98% RECOGNITION
2010 2012 20152011 20142013 2016
90 %
100 %
91,5 %
98,0 %
Source: Dr Grieger & Cie. Market Research; Status: July 2015
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B R A N D P R O M I S E F A C T S
IN EACH AGE GROUP, WHETHER MALE OR FEMALE.
98 %97,5%
98 %98,5%
99 %
femalemale Age 18-34 Age 35-54 Age 55-64
Source: Dr Grieger & Cie. Market Research; Status: July 2015
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FAR AHEAD IN A LEAGUE OF HIS OWN.
B R A N D P R O M I S E F A C T S
Source: Dr Grieger & Cie. Market Research; Status: July 2015
visualjust
the nametotal
recognitionØ German celebrities
94 %
4 %
60%
16%
98 %
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• 79 million people in Germany know Oliver Kahn.
• 29 million viewers on average ex-perience Oliver Kahn as an expert in football World Cup and European Championships during the German national team games.
• 10 million viewers on average tune in to the Champions League matches to follow Oliver Kahn’s analysis.
• 10 million readers of Oliver Kahn’s blog on bild.de since 2013.
• 8 million views on the “Oliver Kahn in Action” YouTube video. This is the highest number ever reached by a German footballer.
IT’S WHAT’S ON THE PITCH THAT COUNTS? NOT WITH OLIVER KAHN.
MORE INDICATORS:
• Best advertising recall
• Most Google searches
• Worldwide audience for the documen-tary “Soccer Automatics”
• Expansion of coverage in social media (Facebook, Instagram, etc.)
B R A N D P R O M I S E F A C T S
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YOUR CUSTOMERS WILL REMEMBER YOU BY THEMSELVES
8% of respondents recall the brands
associated with Oliver Kahn unaided.
And not just because he is so well known,
but also because he is an exclusive ad-
vertising partner.
TOP TEN % TESTIMONIAL
1 8.0 OLIVER KAHN
2 5.6 Jürgen Klopp
3 5.5 Dirk Nowitzki
4 4.6 Heidi Klum
5 4.4 George Clooney
6 4.0 Thomas Gottschalk
7 3.8 Sebastian Vettel
8 3.2 Bastian Schweinsteiger
9 2.8 Michael Ballack
10 2.7 Katharina Witt
B R A N D P R O M I S E F A C T S
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GOOGLED LIKE NO OTHER
The number of searches for Oliver Kahn
from 2011 to today clearly exceeds the
requests for Michael Ballack, Mehmet
Scholl, Jens Lehmann and Stefan Ef-
fenberg. Obviously, the very high search
peaks are around the football World Cup
and European Championships.
Jan. 2012 Jan. 2013
EM 2012 WM 2014
Jan. 2014
Oliver Kahn
Michael BallackMehmet SchollJens LehmannStefan Effenberg
Jan. 2015
B R A N D P R O M I S E F A C T S
Source: Google Trends 2015
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like very much like neutral don’t like
12 %
30 %
Approval rating: 42 %
32 %
13%12%
really don’t like
Source: Dr Grieger & Cie. Market Research; Status: July 2015
B R A N D P R O M I S E F A C T S
“EVERYONE NEEDS TO MAKE UP THEIR OWN MIND. IT‘S NOT UP TO ME.“
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BEING LIKED ISN’T EVERYTHING WHEN YOUR NAME IS OLIVER KAHN
Oliver Kahn is a polarizing figure. Any-
thing else would not be Oliver Kahn. He
does not want to be everybody’s darling.
He’s not willing to bend. This is exactly
why he is respected and often admired.
Just as for his courage, his perseverance,
his dedication and for the rough edges
he shows. Oliver Kahn is far closer to real
life than many A-listers. This is what
makes him so authentic and unique. If
one could portray this characteristic in
polls, Oliver Kahn would be right on top
of the list. So really, one should read the
graph as follows: 42% approval rating,
58% recognition, appreciation and au-
thenticity.
B R A N D P R O M I S E F A C T S
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B R A N D P R O M I S E F A C T S
A STRONG WILL, MOTIVATION AND THE POWER TO CONVINCE
“YOUR ADVERTISING IN SAFE HANDS.”
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COMPETENCE & RELIABILITY SAFETY & TRUST
THE EXCLUSIVE OLIVER KAHN TESTIMONIAL
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B R A N D P L A T F O R M
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Creative Key to Consumer Insight
FURTHER, ALWAYS FURTHER!
The Main Idea We Stand For
MOTIVATE PEOPLE TO PURSUE THEIR GOALS WITH DETERMINATION
Brand Personality Attributes
SUCCESS-ORIENTED, MOTIVATIONAL, RELIABLE
STRONG PERSONALITY
• Determined courage • Understands losses as
productive opportunities• Commitment
ENTREPRENEUR
• Innovates • Further develops
himself and others• Calm leadership style
Oliver Kahn Heritage
SPORTING ACHIEVEMENTS, THE WILL TO PERFORM, INDOMITABLE SPIRIT, INNER STRENGTH
B R A N D P L A T F O R M
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B R A N D V I S I O N
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HERE’S THE THING.
Everyone has courage. Everyone has
will power. It’s belief in these things
that’s crucial. “I believe in myself.”
That’s the inner voice that must al-
ways be present. And it needs to be
strong. Louder than anything else.
By translating my achievements as a
top athlete into my current activities,
I want to give this voice strength and
continuity. That’s my vision.
B R A N D V I S I O N
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Design: Bloom GmbH | bloomproject.de
PLEASE DON’T HESITATE TO CONTACT US AT ANY TIME FOR FURTHER INFORMATION
Your contact person:
Oliver Kahn Marketing
Dr. Robert Niemann [robert.niemann@kahn.de]
Oliver Kahn‘s Management
Simone Derenthal [simone.derenthal@kahn.de]
Christian Forsthuber [christian.forsthuber@kahn.de]
Management Oliver Kahn | Atelierstr. 16 | 81671 München
Telephone: +49 (0) 89 2 42 06 18 - 0 | Fax: +49 (0) 89 2 42 06 18 - 88 | E-mail: info@kahn.de | www.oliver-kahn.de