P. Mihailovic

Categorising brand strategies using the Brand-bonding Spectrum

L. de Chernatony, P. Mihailovic, 1994 .

Time to scrap the rules: Entering Virgin territory

P. Mihailovic, 1995 .

‘Strategic Brand Management: New approaches to creating and evaluating brand equity’

Philippe Mihailovic, P. Mihailovic, 1995 .