BRAND
BUILDING
with INDUSTRYCredsTM Certification
for Postgraduates
Gain practical, hands-on experience by crafting live brand communication campaigns for Taco Bell, cracking case studies, and receiving one-on-one coaching from experienced brand managers. Win direct Pre Placement Interviews and shortlists from the world’s top recruiters based on your INDUSTRYCreds™ certification score.
1 year exclusive access to industry mentorship & content
Program Benefits
Get hands on exposure through live projects
Learn by designing an extensive brand communication plan for Taco Bell, featuring everything from lanscaping, insighting, benefits, big idea etc. Get a chance to present directly to the Head of Marketing @ Taco Bell.
Master Practical Brand Building Frameworks from Industry Leaders
The Kraftshala programs are co-created with India’s most skilled sales leaders, with frameworks and tips to help you quickly master application of concepts that you can use in your case study competitions and placement preparation.
Stay on track with 1:1 mentorship
Book 1:1 interactions with Kraftshala experts and mentors from across the industry to help you with project feedback, guidance and support. Craft an action plan that works for you.
Prepare for placement interviews
Get interview specific support in crafting your individual stories and appear for an extensive interview with an industry recruiter that maps closely to the final placement process.
Earn credentials that matter
The INDUSTRYCreds™ Certification score is the only metric that top sales and marketing recruiters value because it correlates strongly to eventual job and placement performance. It’s also the only certification through which you can earn direct PPIs from leading recruiters like Nestlé.
Enjoy flexible scheduling
B-school curriculums are hectic. Which is why all our programs can be customised to your pace and schedule.
Student Speak
India’s most powerful brand stories taught by people who created them.
Nikhil Chand
Senior Vice President, South Asia
Chocolates & Confectionery
Arvind Bhandari
Senior Vice President, South Asia
Dairy Business
Madhurjya Banerjee
Global Brand Head
Lifebuoy
Varun Satia
Program Architect
Founder
Neha Ahuja
VP Marketing
Chirag Desai
Marketing Manager
Virat Mehta
Former Head of Brand Communication
Bhawna Sikka
Global Marketing Manager,
Sachin Kataria
Global Marketing Manager, Foods
Divya Aggarwal
Account Manager,
Vitals
5 Weeks
Program Duration
6-7 Hours
Weekly Time Commitment
1-on-1
Interactions with Industry Experts
Live Project
Design Brand Communication Strategy for Taco Bell’s new launch
Program Fee
INR 18,000
+ GST
Curriculum
Intoduction To Brand Building
- Introduction to Brand Building philosophy
- Understanding the Program and Project expectations
- See a Bird’s-Eye View of the Marketing Process
- The Strategic Communication Brief
Plotting the Competitive Landscape
- Define the relevant competitive set for your brand
- Plot the competitive and category landscape
- Understand and articulate the Cultural Landscape
Research Techniques
- Research Principles overview
- Understanding Major Researches- U&A/ Segmentation. CPT etc.
- Monitoring business health: RMS, HHP, Brand Equity Measures
Identifying the Brand opportunity
- Plotting the Brand Opportunity Framework
- Opportunities and Action points for brands across various positions
- Tapping opportunities through the Growth Equation, Consumer Funnel
Isolate the Communication Challenge
- Identify Consumer Barriers and Triggers
- Frame the Communication Challenge and role of insight
SuperConsumer Deep-dive
- Understand why brands target
- Need states and consumer typologies
- Best Practices for Targeting
- SuperConsumer Deep-dive Framework
Craft Powerful Insights
- Undergo the Insight Discovery Process
- Insight Cheat-Codes
- Choose between Insight Directions
- Reach from Insights to a compelling proposition
Brand Solution
- Define the brand personality
- Frame the functional and emotional benefits
- Understand the Reason to Believe (RTB) that works for your brand
- Formulate the key message strategy
Digital Marketing
- Why should you ‘know’ Digital and where to start?
- Purchase and UI/UX
- Data Trends and re-targeting
- Understanding Search: SEO and PPC
Creating Brand Innovation
- Introduction to innovation principles
- Creating powerful concepts
- CPT, Concept Evaluation and Product Integration
Additional Resources
- Microsoft Excel Support
- Storytelling through Presentations
- Cracking interviews – the most effective methods
FAQs
The Brand Building program is a unique online educational offering designed to equip you with the skills you need, to land the job you want, so you can build the life you deserve.
The program helps you crack outstanding placements and stand out in any marketing stint, through powerful, industry relevant content, vibrant discussions with peers and a rigorous evaluation process. INDUSTRYCredsTM are created and designed in partnership with the leading sales and marketing companies of India.
As soon as you start the program, you join other students from across the top campuses of the country in working towards the same credential. You interact with your fellow students, as well as members of the Kraftshala Coach team, in an online community to receive support throughout the program.
The evaluation process at the end of the program ensures you have complete clarity on where you stand and how you can improve.
The Brand Building program has been designed with some of the industry’s leading marketers to help you grasp relevant brand building frameworks. In Brand Building the focus is on the practical aspects of marketing, including the systematic processing of data leading to insight leading to proposition and its activation.
Brand Building has been designed to help you excel at practically applying brand building concepts. Keeping that in mind, in this edition of the program you would be working on creating the strategic communication brief for Taco Bell.
Our curriculum managers partner with hiring managers and subject matter experts from leading companies to figure the skills to be demonstrated in the placement process. The programs are designed to build these skills through conceptual understanding of real world brand building.
INDUSTRYCredsTM scores are evaluation scores earned at the end of the program. These are calculated on the basis of 10 SuccessKeys, which are parameters that reflect leadership and S&M aptitude that are used by major recruiters in their own hiring process.
These credentials are useful to benchmark yourself against absolute standard, while also demonstrating your brand building potential to our industry partners, many of whom are leading recruiters at top business schools. If you do well your name gets forwarded to our partnering recruiters as a high potential talent.
The students who took the program last year got placed in firms like BCG, HUL, Nestle, ITC, Coca-Cola, PepsiCo, Marico etc. while 3 top students got Nestle PPIs for their performance. Apart from this, numerous students have won competitions like HUL Lime, ITC Interrobang, Nestle 4Ps, Mahindra War Room, Coca cola and Airtel Case Study challenges among others.
The final evaluation interviews would be taken by an expert interviewer panel. This team comprises of industry professionals shortlisted and trained to maintain a consistent and enriching interview experience that conforms to industry standards.
The program schedule allows students to learn and practice at their own pace, and is adjusted to each campus’s specific schedule. The program consists of 7 hours of self-paced video content. The schedule will be adjusted to major campus events such as exams and fests.
Discussion forums will be used to quell doubts and reach an in-depth understanding of each and every concept.
No, you can apply to the programs for free. Post that you would be required to upload your CV and appear for a selection Interview. Once selected, you will be required to submit the program fee.
No, this is a non-refundable program.