@book { SuccessfulBranding,
    title = "Successful Branding",
    author = "Antje {Walliser}",
    year = "2006",
    publisher = "Diplom.de",
    address = "Hamburg, Deutschland",
    doi = "10.3239/9783832492496",
    url = "https://m.diplom.de/document/224372"
}