Brand Building2019-12-09T15:33:41+05:30


with INDUSTRYCredsTM Certification
and Live Projects

for current B-school Students

Gain practical, hands-on experience by crafting live brand communication campaigns for Hershey, cracking case studies, and receiving one-on-one coaching from experienced brand managers. Signal your potential to top campus recruiters through your INDUSTRYCreds™ certification score.

Applications are currently closed. Next batch will start soon.

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12 months exclusive access to industry mentorship & content




“The uniqueness that Kraftshala brings to the table is to demystify ‘marketing’ and bring in tools on the science and art of marketing. This results in a set of students who come in appreciating the brand and become real assets to the company from day 1.”

Kriti Kaur Sablok
Recruitment Manager, Hindustan Unilever

Kraftshala provides a learning experience to students which is very relevant to them. They also provide students an opportunity to work on live projects where in addition to being taught by faculty, students also get mentored by business professionals who have seen the industry for a while. Kraftshala helps us build those competencies in marketers and sales folks who understand the business as on the ground so they can hit the ground running when they join these corporates.”

Keyur Gupta
HR Business Partner, Nestlé

Program Benefits

Get hands on exposure through live projects

Learn by working on an in-depth and challenging project from Hershey. Design the entire brand communication plan for Hershey, featuring everything from competitive landscaping, insights, benefits, big idea, etc.

  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 placement preparation and to help you crack national case competitions.

Stay on track with Personalized Coaching

Book Personalized Coaching with Kraftshala experts and mentors from across the industry to help you with project feedback so that the concepts become second nature to you. 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.

 Get High return on time invested (ROTI)

B-school schedules are hectic. And thus there is no good to know or filler content. Get 4X more out of every hour that you spend preparing with us vs anything else.

Student Speak

Priyanka Unnithan
Priyanka UnnithanIIM Lucknow

INDUSTRYCredsTM Score - 83
Placed @ BCG
Content was refreshing and highly contextual! The live project involved piecing together all that was learnt, making it really engaging. The concepts and frameworks have been useful throughout other marketing courses and case competitions.

Chinmay Panday
Chinmay PandayJBIMS

INDUSTRYCredsTM Score - 88
National Runners-Up, Mahindra War Room
The frameworks guided us in structuring the solution. Also the case review session with an industry mentor made sure that we were on right track .

Ayshu Varsha
Ayshu VarshaSIBM Pune

INDUSTRYCredsTM Score - 78
Placed @ Reckitt Benckiser
National Winner, RB Global Challenge
Kraftshala’s mentorship program helped me gather the branding perspective for our solution with the Brand Marketing Manager of a Pharma Company.This helped us prepare for the RB Global Challenge 2018 in the best possible way and the results have shown.

Akshay Vashistha
Akshay VashisthaXLRI

INDUSTRYCredsTM Score - 81
PPO @ Coca Cola
Kraftshala’s program helped me develop a deep understanding of the process of branding, while also facilitating the application of concepts to a live situation. This proved to be of immense help while doing positioning and concept development under my internship project.

Puskar Sharma
Puskar SharmaIIM Bangalore

INDUSTRYCredsTM Score - 86
PPO @ Asian Paints
Placed @ Nestlé
Brand Building connected my theoretical knowledge to industrial practicality. The well-structured program amplified my knowledge over the MBA marketing courses helping me to crack Asian Paints PPO and Nestle PPI.

Sahil Khanna
Sahil KhannaIIM Kozhikode

INDUSTRYCredsTM Score - 81
Placed @ PWC
Kraftshala broadened my knowledge base about marketing concepts and deepened my understanding which eventually helped me during my finals as well as working through case competitions.

Ajinkya Choudekar
Ajinkya ChoudekarJBIMS

INDUSTRYCredsTM Score - 85
PPO @ Mahindra & Mahindra
National Runners-Up, Mahindra War Room
The course content is just half the story, their actual value addition starts after the course. They allot industry professionals as mentors to help with anything and everything. And so I consider Kraftshala as my true mentor.

Tanya Maurya
Tanya MauryaIIM Kozhikode

INDUSTRYCredsTM Score - 76
PPO @ Nestlé
The program helped me master marketing skills through live projects, concepts and interactions with experts. The mentors were surely the air beneath my wings in my first professional flight, helping me clinch PPO at Nestle.

Shruti Soni
Shruti SoniMDI Gurgaon

INDUSTRYCredsTM Score - 73
PPO @ Coca Cola
The Brand Building Program was quite useful in understanding how concepts are applied in real life marketing. This helped me a lot in successfully completing my project, which eventually resulted in me securing a PPO.

Rahul Das
Rahul DasIIM Calcutta

INDUSTRYCredsTM Score - 83
Placed @ BCG
The video and course material were immensely helpful in understanding marketing concepts even before my internship began. This helped me perform well in my internship and I ended up with a PPO.

Applications are currently closed. Next batch will start soon.

Get Notified

Kraftshala Network

Meet your Course Architects

India’s most powerful brand stories taught by people who created them.

Amit Ojha

Head of Agency

Arvind Bhandari

Senior Vice President, South Asia

Madhurjya Banerjee

Global Brand Head

Varun Satia


Neha Ahuja

Head of Marketing

Chirag Desai

Marketing Manager

Virat Mehta

Former Head of Brand Communication

Bhawna Sikka

Global Marketing Manager,

Sachin Kataria

Founder, Spherof Foods | Ex-Unilever

Divya Aggarwal

Account Manager,

Meet some of the mentors who you can directly talk to as part of the program

Sambit Dash

Head of Marketing

Mansi Khanna

Marketing Manager(Chocolates), Ex – P&G

Kunal Mehta

Ex – Global Innovation & Renovation Manager

Soumita Mukherjee

Ex – Category Manager

Anuri Mehta

Ex – Marketing Manager

Shail Gaurav

Category Marketing Manager- Dairy

Shanker Mohan

Associate Director,Ex – Amazon,Star

Bhrugesh Chauhan


Divya Aggarwal

Account Manager

Rajat Sharma

Senior Brand Manager

Rohan Arora


Gaurav Gupta

Senior Manger HRBP

Rudra Mishra

Deputy GM Marketing

Ashish Agrawal

Head – Digital Marketing




Live Project

Design Brand Communication Strategy for Hershey

Personalised Interaction with industry experts

Feedbacks and mentorships with 200+ professionals

6-7 hours for 6 weeks

Inclusive of project work,
interactions, and video content

Course Fee

INR 19,000/- + GST

Convenient EMI Options available
*See FAQs for more


INDUSTRYCreds™ scores are evaluation scores which are calculated on the basis of 10 parameters that reflect leadership and course specific functional aptitude. These parameters are used by all major recruiters in their own hiring process. This brand management certification is built in partnership with world’s best recruiters and help in identification & recognition of student potential against an absolute standard.

  • Gain access to the multiple opportunities opened by our recruitment partners based on your INDUSTRYCreds score
  • Add the online marketing certification to your resume and LinkedIn profile for increasing your chances of being shortlisted from the best recruiters
  • Keep yourself updated by participating in various events/webinars hosted for INDUSTRYCreds certified professionals


Introduction 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

Additional Resources

  • Microsoft Excel Support
  • Storytelling through Presentations
  • Cracking interviews – the most effective methods

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