Professional Brand Management2018-12-10T20:04:28+00:00

PROFESSIONAL
BRAND MANAGEMENT

with INDUSTRYCredsTM certification

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

Apply Now
Download Brochure

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

PROFESSIONAL
BRAND MANAGEMENT

with INDUSTRYCredsTM certification

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

Apply Now
Download Brochure

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

A 12 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.

It provides a comprehensive guide to learn and practice all aspects of building and growing a brand. The curriculum is completely hands-on with frameworks built with world’s best companies, live projects on real consumer & business problems to help you master skills that drive tangible impact in your daily life and thereby your careers.

By the end of the program, you get your INDUSTRYCreds™ score which becomes a strong indicator of your credentials to potential recruiters and gets you exclusive job opportunities.

Who is it for

We are looking for inspired individuals who love brand building. The program is designed for both current and aspiring B2C and B2B brand builders. It feature dozens of up-to-date and relevant examples and builds a holistic approach to business management.

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. In the next step, our admissions team will get in touch with you to evaluate your candidature and admissions are rolled out based on professional experience, marketing acumen, initiative, and program fit. This is critical to ensure a batch of engaged and high-quality candidates whose backgrounds and goals and a strong fit with the program and with each other.

“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

The applications for December batch are now open.

Apply Now

Industry Partners

“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

Kraftshala Network

Meet 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,

Gaurav Mehta

Chief Marketing Officer

Shailendra Singh

General Manager,

Kunal Malhotra

Assitant Regional Manager, Zone AOA

Varun Satia

Founder,

Sachin Kataria

Global Innovations Director, Naturals

Bhawna Sikka

Global Marketing Manager,

Chirag Desai

Marketing Manager,

Sahil Jain

Group Head, Performance Content

Virat Mehta

Former Head – Brand Communication,

Madhurjya Banerjee

Global Brand Head, Lifebuoy

Meet your Mentors through the Program

Sambit Dash

Head of Marketing

Sindhuu Govindarajan

Global Marketing Manager

Divya Saxena

HRBP – Content Team

Kunal Mehta

Global Innovation & Renovation Manager

Bhrugesh Chauhan

Consultant

Divya Aggarwal

Account Manager

Rajat Sharma

Senior Brand Manager

Arjun Sood

Associate Director, Performance Marketing

Gaurav Gupta

Senior Manger HRBP

Rudra Mishra

Deputy GM Marketing

Sumit Chokhani

Brand Manager, Tide

Ashish Agrawal

Head – Digital Marketing

Satyajit Bagchi

Senior Brand Manager

Anuri Mehta

Brand Manager

“The mentor and I  had the same tenure of work-ex before MBA and hence she, very well, understood my situation. We discussed how to build a CV, which competition to participate, how to give answers that a recruiter is looking for."

-Aakanksha Patil, SCMHRD 2019

Vitals

INDUSTRYCreds™

Score

2 Live Projects

Create brand communication and media campaigns to drive real KPIs

1-on-1

Interactions with Industry Experts

4-5 hours per week

Inclusive of project work,
interactions, and video content

Program Fee

INR 53,000/ + GST

EMI Plan

INDUSTRYCreds Score

INDUSTRYCreds™ scores are evaluation scores which are calculated on the basis of 10 parameters that reflect leadership and program specific functional aptitude. These parameters are used by all major recruiters in their own hiring process. This 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 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

1:1 Industry Interactions

On-demand mentorship:

  • Learn from the best one for YOU – Book the mentor who suits your profile best
  • Set your own Agenda – Discuss project, career or any other topic that interests you
  • Schedule as per convenience – Book the time slot which best works for you

4-5 Hours commitment for 12 Weeks

Our most successful participants typically spend about 6 hours per week total. They set aside additional time each week to:

  • Connect with other participants
  • Review what they learned with co-workers and managers
  • Apply the material to their project or daily work

Our Alumni Work At

The applications for December batch are now open.

Apply Now

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.

Swati Pandey
Swati PandeyPaytm - INDUSTRYCreds Score: 92

Topping the course and getting
the Nestle PPI has definitely
been one of the highlights of
my MBA life. What stood out
in the course, the material was
the use of Indian brands to
help us understand the context
as well as the concept.

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.

Curriculum

Duration: 1 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 career as a brand manager.

We’ll discuss:

  • Setting some ground rules
  • A day in the life of a Brand Manager
  • Define Use Cases and learn appropriate solutions
  • Understanding the program content
  • Understanding the project expectations

Exercises: Self Charter Creation

Interactions: Introduction to Peers, Coaches, Mentors

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
  • Understand and articulate the Cultural Landscape

We recommend using the learning in every module through discussions with seniors and peers at work or through discussion forums to strengthen understanding of these concepts.

Cases: Tata Tea, Coke, Amazon, MAGGI, Axis Bank

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

Duration: 0.5 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

Project: Part 1 – Isolating the brand opportunity for the Healthcare startup

Duration: 1 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

Duration: 1 week

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:

  • Understanding why brands target
  • Need states and consumer typologies
  • Targeting framework
  • SuperConsumer Deep-dive Framework

Project: Part 2 – Go talking to the consumers, identify segments and isolate your target consumer

Interactions: Coach feedback on the questionnaire for the research

Duration: 0.5 week

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
  • Insight Cheat-Codes
  • Choose between Insight Directions
  • Reach from Insights to a compelling proposition

Project: Part 3 – Define the communication challenge & insight for the startup

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

Project: Part 3 – Basis the brand purpose and the brand personality, isolate the brand solution

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:

  • Metrics to evaluate content
  • Design thinking

Duration: 1 week

This module is all about perfecting and making an impact once you have a great idea in your armor. 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
  • Writing a great brief
  • Different strategies for media planning
  • Isolating the channels

Duration: 1 week

This module covers the various tools and techniques available for assigning a value and calculating ROI for each media channel.

The specifics covered will be as follows:

  • Traditional market mix modeling
  • Data-Driven Attribution
  • Which one to go after?

Duration: 1 week

This module covers the emerging media choices for brands spending only on digital

The specifics covered will be as follows:

  • Which brands should go digital forward?
  • Which strategies work better on digital?
  • Advertising on ecomm channels

Duration: 1 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 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.

In this module, we cover the following:

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

Duration: 1.5 weeks

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
  • Introduction to the Media landscape & the basic terminologies
  • Introduction to Sales & other Internal KPIs

Cases: Airbnb, Paytm, Airtel, MAGGI

Exercises: Practice modules for Brand Health Metrics, Writing a Media Brief

Interactions: Feedback on performance and identification of areas of improvement on Brand Health & Media Exercise

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.

In this module, we cover the following:

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