• 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’