@incollection{BreyerMaylaenderIsrael2015,
  author    = {Thomas Breyer-Mayl{\"a}nder and Kai Israel},
  title     = {Markenentwicklung durch Repositionierung: Neuer Claim und neues Corporate Design f{\"u}r „Schwarzwald-Sprudel“},
  series = {Marketing-Management: Konzepte – Instrumente – Unternehmensfallstudien},
  publisher = {Pearson},
  address   = {Halbergmoos},
  isbn      = {978-3868941210},
  pages     = {359 -- 363},
  year      = {2015},
  language  = {de}
}