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CMS Hasche Sigle advises "Brand of the Century"


Leipzig – The Leipzig Gewandhaus Orchestra has become the only cultural organisation in Germany to receive the "Brand Prize" awarded by publisher Deutsche Standards, which declared it a "Brand of the Century".

A team from CMS Hasche Sigle led by lead partner Dr Heralt Hug has been advising Gewandhaus Orchestra on all aspects of its brand portfolio for many years.

"We are delighted for our client and would like to congratulate the Gewandhaus Orchestra on being the only cultural organisation to join the select group of Brands of the Century," commented Dr Heralt Hug. "The Gewandhaus Orchestra has a world-class reputation and this award is impressive confirmation of its stature."

The "Brand Prize" is awarded by publishing house Deutsche Standards to brands that not only stand out due to their special heritage and unique culture, but are also inextricably linked with German history. The "Brands of the Century" are thus testimony to the strength of the German branded goods sector. They highlight brands that have iconic status for an entire product type.

The brands are chosen by an advisory board in conjunction with Deutsche Standards. Chaired by Bernd Michael, President of the German Marketing Association, the advisory board brings together high-profile experts from the academic, business and media communities, including brand theory expert Prof. Heribert Meffert.


Dr Heralt Hug
Tel.: +49 341 21672 61
E-mail: [email protected]

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Heralt Hug
Prof. Dr. Heralt Hug