• Mihailovich, P + Taylor, C, “HAUTE ‘Luxury’ Branding” (Dec 2020). A book for professional, entrepreneurs and academics alike that shares the discreet French approach to developing real luxury maisons. The Branding Journal USA has just listed HAUTE ‘Luxury’ Branding as one of their Top Recommended Branding books alongside the big names such as Keller, Kapferer and Aaker!! What a wonderful accolade!
  • Mihailovic,P. and de Chernatony,L. ‘BrandBonding-architectureMihailovicDeChernatony’, The Journal of Brand Management, Volume 1, #5, April 1994, pp 310-318 (Note: this paper provided the foundations of what is termed ‘Brand Architecture’ today by Aaker and other ‘brand gurus’.
  • Mihailovic,P. and de Chernatony,L. ‘Brand-Bonding: The Birth of Brand Architecture’, Marketing Business, OCT 1994, pp31-34
  • Mihailovic,P. and de Chernatony,L. ‘Brand-Bonding-Parts 1, 2, 3’, Professional Marketing & Management Review, S.Africa, Jan 1995, pp18-24, Feb 1995, p25, March 1995, pp12-13
  • Mihailovic,P. ‘Go Conquer Europe’, Professional Marketing & Management Review, S. Africa, July 1995, pp15
  • Mihailovic,P. ‘Where to with Branding?’ European Cosmetics Markets, October 1995, pp381-385

Professor Leslie de Chernatony head of the Centre for Research in Brand Marketing, Birmingham Business School, University of Birmingham and lead author of ‘Creating Powerful Brands’