Harnish writes extensively on brand building and how to make your brand a recognisable one. He outlines some of the key factors that determine the persona of a buyer. These include gender, age, education, lifestyle and income.
He believes a branding strategy has to be devised keeping in mind the core values of the company. He says this serves as an elaborate plan that clearly defines what one is trying to accomplish, and ways that can help one achieve one’s goals without being swayed by challenges in the way.
