Brand Building2019-01-11T11:37:12+00:00


with INDUSTRYCredsTM Certification

for Postgraduates

Gain practical, hands-on experience by crafting live brand communication campaigns for 3M, 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.

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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 3M’s Command brand, featuring everything from competitive landscaping, insights, benefits, big idea etc. Get a chance to run a pilot test to establish an ROI positive activation for the brand in UG & PG colleges.

  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

Sahil Bhatla
Sahil BhatlaIIM Kozhikode, Winner, HUL Lime
It is a delight for any budding marketer.. theory is beautifully blended with pertinent real world examples. Project ensures that the things you’ve learnt are cemented in your mind, helping you stay confident in S&M interviews.
Anima Nivsarkar
Anima NivsarkarIIFT Delhi, Winner ITC Interrobang
Brand Building helped me not only during my summer internship but also during competitions. I am sure that I will revise it to ace my final placements as well.
Shruti Soni
Shruti SoniMDI, Placed @ Coca Cola
Brand Building program used real-life examples that helped me understand how concepts are actually applied in marketing. This has helped me a lot in securing the Coca-Cola PPO.
Kumar Samir
Kumar SamirSP Jain, Placed @ P&G
A big differentiator! Working on a live project with the industry, interacting with industry veterans and peer interaction has brought a huge change in the way I approach marketing now.
Parnabho Kundu
Parnabho KunduIIM Lucknow, Placed @ HUL
A unique experience which gave me the first-hand exposure of how marketing is actually done in real world. The concepts and frameworks helped me with competitions as well.
Swathi Singh
Swathi SinghIIM Kozhikode, Placed @ Nestle
The Brand Building program really helped me in my internship at HUL because I already knew various skills like how to build a questionnaire, how should I go and talk to consumers; it set a perfect platform.
Vishwanath S
Vishwanath SIIM Indore, Placed @ HSBC
Great program! Hope it continues year after year. Added value above and beyond classroom learning.

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

Varun Satia

Program Architect

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,


6 Weeks

Program Duration

5-6 Hours

Weekly Time Commitment


Interactions with Industry Experts

Live Project

Design Brand Communication Strategy for 3M’s new launch

Program Fee

INR 18,000



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