Philippe Mihailovich is considered as a leading academic in the field of Brand Management specialising primarily in brand creation and exploitation. He is a founding theorist of Brand Architecture and Brand Stretching.
As a practitioner he has been the Marketing head of famous international brands such as Nivea, Wella (P&G) and British Telecom and as a consultant has assisted in the creation or repositioning of numerous challenger brands from private label to high end fashion and luxury houses, airlines and hotels.
As founder and President of HAUTeLUXE he currently works as a Brand DNA Story-building and Brand Stretching strategist to the ‘luxury’ industry primarily in Paris, London and New York.
Philippe is also a private conference speaker and academic. As Visiting Professor of Brand Management, primarily focused on High Luxury Brand and Story-Building Strategies for MBA, MIM, MBC, MSc and other business degree programs at leading private Business Schools, notably INSEEC, EDHEC, Stockholm School of Economics in Riga, Institute Francais de la Mode (IFM Summer Program), IFA and others.
As a Brand Confidante/Advisor, he is usually involved in troubleshooting, reviving brands, or remodifying Brand Story and Content Communication Strategies as well as developing new brands- from co-conceptualising and creating to developing sustainable strategies for Image as well as Income growth.
Born in South Africa of a French (+Swiss) mother and Serbian (+German) father he draws from his experience starting out as a fashion photographer in Johannesburg and going on to fashion retail management after completing his BA degree in Industrial Psychology and Social Anthropology at the University of the Witwatersrand which he followed on to an Executive Masters in Advanced Marketing and only much later continued to become a PhD researcher at Surrey University in the UK.
He has written numerous landmark academic papers on brand architecture which have been published in the Journal of Brand Management and the Journal of Place Branding. He has also published a series of Luxury Brand theories on LuxurySociety.com and is an elected member of the Medinge Group, a not-for-profit, international ‘think-tank’ collective of high-level Brand authors and practitioners promoting principles of humanity and ethics in branding.