Professional Brand Management2019-05-02T12:01:22+05:30

PROFESSIONAL
BRAND MANAGEMENT

with INDUSTRYCredsTM certification

Age old concepts, new age technologies,
and hundreds of new career opportunities.

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Built by leaders of today.
Built for leaders of tomorrow.

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PROFESSIONAL
BRAND MANAGEMENT

with INDUSTRYCredsTM certification

Built by leaders of today to create new career opportunities for the leaders of tomorrow.

A 16 week self-paced program to create marketing leaders of tomorrow

The Kraftshala Professional Brand Management program has been created to accelerate your marketing career through a practitioner driven learning experience providing credentials that recruiters value and a direct recommendation to a whole host of partnering companies.

Who is it for?

Professionals with experience in brand management, sales, media, research, creative agencies, or simply an interest in marketing, and entrepreneurs looking to build powerful brands for their businesses are invited to apply.

Application Process: You can apply here on the website with your updated CV. In the next step, we screen candidates and admissions are rolled out based on professional experience, marketing acumen, initiative, and program fit.

“Joined this program to update my skills and be ready for this role that I have just taken up. I got to learn frameworks and concepts in absolute granularity and they are directly applicable to my job on a daily basis! The journey has been great and this is totally worth my time!”

Surabhi Tripathi
Assistant Brand Manager, Sunfeast Bounce, ITC

Applications for Winter Batch are closed now. Next batch starts in Summer of 2019.

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“A course like this has long been awaited in the industry. It not only captures the nuances of brand management but also delivers it in the simplest possible manner for us to directly apply it on the job. It has created a level playing field for folks like us in the agencies.”

Ankit Kishore, Senior Manager Planning, GroupM

Industry Partners

Here’s what our industry partners have to say

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INDUSTRYCreds™

Score

2 Live Projects

1-on-1

8-9 hours per week for 16 weeks

Program Fee

INR 65,000/ + GST

Curriculum

Duration: 0.5 week

You will start the program by understanding the methodology that we follow from here on. Through this module, you will have an understanding of expectations from a brand manager, and how it varies across companies and industries. We hear from the experts on their journeys and their suggestions on how to navigate your careers as a brand manager.

We’ll discuss:

  • Setting some ground rules
  • A day in the life of a Brand Manager
  • Understanding the program content
  • Understanding the project expectations

Exercises: Development Growth Exercise

Duration: 0.5 week

In this module, we start by understanding how great brands are built and the role of a good communication brief in that journey.

We’ll cover the following:

  • Understanding the context of the category and brand
  • Define the relevant competitive set for your brand
  • Plot the competitive and category landscape

Cases: Nescafe, Bru, Ariel, Surf Excel, MAGGI

Project 1: Framing the competitive and cultural landscape for Healthcare Startup

Duration: 1 week

This module is about learning how to frame the opportunity basis the understanding in the previous module.

We’ll cover the following:

  • Identifying the life-stage of the brand and the category
  • Plotting the Brand Opportunity Framework
  • Isolating the Opportunities and Action points for the brand
  • Tapping opportunities through the Growth Equation, Consumer Funnel

Cases: Gems, Munch, OLX, Kit Kat, MAGGI, Vodafone

Project 1: Isolating the brand opportunity for the Healthcare startup

Duration: 2 weeks

This is where things get interesting and we start getting to the crux of our communication. This is where we get talking to the consumers and understand the core of our communication brief.

We will cover segmentation and targeting in this module and it will cover the following:

  • Research Techniques – Segmentation and Usage and Attitude Study
  • Understanding why brands target
  • Need states and consumer typologies
  • Targeting framework
  • SuperConsumer Deep-dive Framework

Project 1: Go talking to the consumers, identify segments and isolate your target consumer

Duration: 2 weeks

Basis the target consumer identified, we now come down to defining the parts from where the creative output will emerge.

We will discuss the following:

  • Identify Consumer Barriers and Triggers
  • Frame the Communication Challenge and role of insight
  • Undergo the Insight Discovery Process
  • Impact of Cultural trends on insights
  • Insight Cheat-Codes
  • Choose between Insight Directions
  • Reach from Insights to a compelling proposition

Project 1:Define the communication challenge & insight for the startup

Project 2:Define the communication challenge & insight for the Govt Scheme

Duration: 1 week

This is where we start getting into solutions with the proposition which will resonate with your target consumers. We discuss the following in this module:

Brand Personality

  • Good vs Great Personalities
  • Framework to craft the Personality for your brand
  • Traits that define a personality

Brand Purpose

  • What is brand purpose?
  • Importance of staying true to the purpose
  • Framework to craft a purpose for your brand

Brand Solution

  • Frame the functional and emotional benefits
  • Understand the Reason to Believe (RTB) that works for your brand
  • Formulate the key message strategy
  • Research – Concept Testing

Project 1: Basis the brand purpose and the brand personality, isolate the brand solution

Duration: 0.5 week

This module covers the intricate aspects of developing and growing a brand with ample examples of Indian brands.

  • Premiumizations
  • Extensions
  • Repositioning
  • Advocacy

Examples: Eclairs, Gems, Vodafone, Dominos, Munch

Duration: 0.5 week

Here we learn another important skill needed for a brand manager which is about designing efficient branding processes that maintain brand consistency.

In this module, we cover the following:

  • Designing a brief and master visual
  • Metrics to evaluate content
  • Design thinking

Duration: 0.5 week

This module will introduce you to the basics of the research process and cover the major researches and the principles behind each.

  • Research principles overview
  • Understanding Major Researches: Segmentation, U&A, CPT
  • Testing the Communication: Ad Evaluation, Social media, YT Pre-rolls
  • Post Launch Dipstick

Project 2: Design the concept and creative for Govt. scheme

Duration: 1 week

This module is all about perfecting and making impact once you have a great idea in your armour. We cover the entire gamut of media from planning to executing and finally measuring performance against the KPIs that were set.

The specifics covered will be as follows:

  • Basics of media planning
  • Selection of strategies
  • Media Mix modelling
  • Building Digital only brands

Project 2: Submit the outreach strategy/media plan for the social development scheme

Duration: 0.5 week

Brand Innovation is a must-win battle for most categories and brand managers. And here, we decode the process and understand the nuances in each step to pave our way to a great launch!

We will cover the following:

  • Introduction to innovation principles
  • Need for innovation
  • Steps to a great launch
  • Kinds of innovation
  • Innovation tricks and tips

Duration: 0.5 week

In this module, we cover the nuts and bolts of brand management. These are crucial starting points which are a part of your everyday life as a brand manager. This module covers a lot of concepts & techniques and helps you master it through various use cases, examples and exercises.

We’ll cover the following:

  • Using data to decode the consumer and the brand
  • Monitoring Business Health & its importance
  • Using retail metrics to understand the purchase metrics
  • Using household metrics to understand the penetration and consumption gaps
  • Using brand equity measures to understand the brand health and make sure effectiveness of communication

Exercises: Practice modules for Brand Health Metrics

Duration: 0.5 week

In this module, we cover the things needed to delight the consumers with the experience. We take examples of successful Indian brands who have done this well get inspired to apply those learnings on our projects.

  • Brand as a Service
  • Tonality of brand
  • Creating Support

Duration: 0.5 week

There are a few other things that we need to learn and master to develop a complete perspective on brand management. There will be modules and additional sessions on request that we can facilitate with experts on this.

  • Managing Agencies
  • P&L management
  • Things to keep in mind

Student Testimonials

 		
Rahul Garg
Rahul GargHUL - INDUSTRYCreds Score: 81

Kraftshala provided me with a
logical approach to understand
the marketing activities of any
company.The assignments & the
videos helped me prepare for
finals and bag the much-coveted
HUL job.

Devesh Chincholikar
Devesh ChincholikarBCG - INDUSTRYCreds Score: 86

In Kraftshala program, I was able
to see how consumer knowledge
transforms into real-life campaigns.
This experience also aided me in
extracting the maximum out of my
internship experience at Unilever.

Swati Singh
Swati SinghNestle - INDUSTRYCreds Score: 92

Nestle PPI was unbelievable because
I had no prior knowledge on the
subject matter! My objective was
to learn as much from the videos
and assignments helped me to
perform better in my internship,
get a good score and finally an
offer from Nestle.

Uddhav Poddar
Uddhav PoddarFlipkart - INDUSTRYCreds Score: 86

The Kraftshala program is well
structured and the learning is
immense. The frameworks, concepts,
and numerous examples in-turn
prove to be of huge assistance
during interviews.

Our Alumni Work At

Applications for Winter Batch are closed now. Next batch starts in Summer of 2019.

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Kraftshala Network

Meet some of your Program Architects

Learn India’s most powerful brand stories from the people who created them.

Nikhil Chand

Senior Vice President,

Neha Ahuja

VP Marketing

Vipul Mathur

Head, Tea Innovations

Avijeet Goel

Group Product Head

Sudeep Chawla

Business Head,

Arvind Bhandari

Senior Vice President,

Bhawna Sikka

Global Marketing Manager,

Varun Satia

Founder,

Meet your Mentors through the Program

Sambit Dash

Head of Marketing

Sindhuu Govindarajan

Global Marketing Manager

Kunal Mehta

Global Innovation & Renovation Manager

Bhrugesh Chauhan

Consultant

Divya Aggarwal

Account Manager

Rajat Sharma

Senior Brand Manager

Rudra Mishra

Deputy GM Marketing

Sumit Chokhani

Brand Manager, Tide