Cross-media brand management: analysing the "Welt der Wunder" format in the areas of TV, print and

At the beginning of the 19th century, trademarks were originally about marking goods to indicate the origin of the product and thus provide proof of quality. In the meantime, the marking of goods has become somewhat more complex. If the topic of brands is addressed today, a study by PricewaterhouseCoopers does not say for nothing: brands are among the most important assets of companies . The understanding and importance of brands has changed dramatically in the last decades due to the enormous growth of media, advertising media and other channels. To establish a brand is a process that takes time. However, in a fast-paced society such as we have, where new trends are constantly being spawned, this time does not exist.