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decisive
factors
01. Economic reputation:
considered financial
restructuring and consolidation of the club under
the management of Hans-JoachimWatzke,
Thomas Treß and Dr. Reinhard Rauball.
02.
Return to
traditional values
: honest and ambitious
hard work in cooperation with the people around.
03.
Finding, establishing and making
the club‘s identity
a cornerstone of strategic brand management.
04.
Borussia Dortmund as a brand is recognised and used
as a key element of aggregated value.
Brand manage-
ment
is an essential part of business management.
05.
Successfully setting apart the
BVB brand
from other
football and club brands.
06. Maximum effect:
all manifestations are derived and
developed from the brand and thus create an authentic
and consistent brand image.
07. Closeness and consolidation at all levels
:
from
the management to the team, everyone takes respon-
sibility for the new direction.
08. Strong sense of unity:
emanating from self-identity,
a new self-confidence is created with the positive
sporting and economic development.
09. Continuity in staff policy:
keeping the guarantors
of success Watzke, Zorc and Klopp committed to the
club long-term.
„The Borussia factor is not a fashion
that luckily appeared from
nowhere, but the result of logic and
systematic work.“
Dr. Klaus Engel, CEO Evonik Industries