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. He has recently completed a book on high luxury brands and is seeking a publisher.
Philippe is also a private conference speaker and academic. He is Visiting Professor of Branding for MBA, MIM, MBC, MSc and other business degree programs at leading private Business Schools, notably EDHEC, Paris School of Business-ESG , MBAI (INSEEC), ENST, New York College Athens, University of New York Belgrade, Stockholm School of Economics in Riga, European Management Centre IEMI, ISEG and Institute Francais de la Mode (IFM Summer Program). He has been a proud winner of the Outstanding Professor of the Year Award at ESLSCA Graduate School of Business, Paris but no longer lectures there. His subjects are primarily Strategic Brand Management; Creating and Developing Luxury Brands; and Place Branding.
As a Brand Confidante/Advisor, he is usually involved in troubleshooting, reviving brands, or remodifying brand DNA as well as developing new brands – from conceptualising and creating, to designing or redesigning the strategic brand architecture needed to sustain growth in a brand, well into the future.
Born in South Africa of a French (+Swiss) mother and Serbian (+Prussian) father he draws from his experience working primarily in Johannesburg, London, New York and Paris. Before starting his PhD research at Surrey University in the UK, he received 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.
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. His book on Luxury Brands is awaiting publisher approval and he is pleased to announce his recent appointment as a member of the Medinge Group, a not-for-profit, international ‘think-tank’ collective of high-level Brand practitioners promoting principles of humanity and ethics in branding.