Programme overview

Brand management has become one of the most important aspects of business strategy. Successful firms frequently use brands as a guiding factor for decisions and activities. This certificate programme offers a crucial framework for creating and maintaining a strong brand, regardless of your position as a brand marketer, business executive, or entrepreneur.

The Professional Certificate in Brand Strategy is specifically designed for professionals who want to advance their careers in brand management and strategy. This well-curated learning path, delivered through live interactive sessions by SPJIMR faculty, helps you understand the basics to help you create a brand strategy.

The right mix of live interactive sessions, knowledge checks, business scenarios, and hands-on projects, as well as leveraging the expertise of the SPJIMR faculty, will help you understand the concept of a brand, relate it to the business challenges you face, and formulate customer-focused solutions.

Highlights

  • Programme Completion Certificate from the prestigious S. P. Jain Institute of Management & Research
  • Become eligible to get SPJIMR Executive Alumni Network membership post-programme completion
  • 50+ hours of live interactive classes delivered by faculty members from SPJIMR to enhance your learning experience
  • Industry-relevant curriculum designed and delivered by SPJIMR faculty members
  • Industry-relevant, case-based learning
  • 2-day campus immersion at SPJIMR, Mumbai (at an additional cost)
  • Academic masterclasses from SPJIMR faculty
  • High-level peer interaction with like-minded professionals
  • Practical exposure through hands-on projects & capstone presentation

Programme Directors

Prof. Ashita Aggarwal

Professor,  Marketing

Chairperson, Post Graduate Diploma in Management and Post Graduate Diploma in Management Business Management

Ashita Aggarwal holds a Ph.D. in management, with doctoral research focusing on Branding and Communication of Management Schools in India. She has pursued a Certificate course in Branding from Kellogg’s School of Management, Northwestern University, USA. She is currently pursuing her DBA from the Indian School of Business (ISB), India.

She is a gold medallist for her MBA (PGDM) and has an Economics degree at undergraduate school.

Prof. Janakiraman Moorthy

Professor and Department Chair, Marketing

Janakiraman Moorthy is a Professor in the Marketing Area. He holds a Ph.D. from the Indian Institute of Ahmedabad, with a focus on New Product Development.  In his academic career spanning over three decades, he has taught at leading business schools and management institutions, in Asia and US, in capacities of full-time as well as visiting faculty designate.

These include IIM Calcutta, IIM Lucknow, IMT Dubai, AIT Bangkok, Purdue University, and Krannert School of Management. He, simultaneously, led senior leadership roles in academic administration including Executive Education Programmes, Research & Project Director, and a cherished accomplishment as a Convenor of the prestigious Common Entrance Test (CAT 2011).

Prof. ShabbirHusain R V

Assistant Professor, Marketing

Chairperson, Post Graduate Executive Management Programme (PGEMP) &
Post Graduate Programme in Marketing & Business Management (PGP-MBM)

ShabbirHusain R V is a faculty member in the Marketing area at SPJIMR. He has completed Fellowship Programme in Management (FPM) from Xavier Labor Relations Institute, Jamshedpur, and holds Post Graduate Diploma in Management from IIM Calcutta.

His career spans over 20 years, in which he was engaged with leading consulting firms before joining academics. His research interest includes Sustainability Consumer behaviour, and Online Consumer Behaviour, and has presented his intellectual contributions through journal publications and conference presentations.

Programme curriculum & skills covered

Module 1Introduction to Brand Strategy

Start your journey towards enhancing your ability to build and manage customer-focused brands to drive profits and organic growth. In this Professional Certificate in Brand Strategy course, explore the basics of brand management and strategy.

Module 25 C Analysis

Learn about the 5C’s — Company, Collaborators, Customers, Competitors, and Context — and its applications. Learn how the 5C’s are used to make informed decisions with help of situational analysis.

Module 3Brand Positioning Strategy

Learn how to analyze the market to find opportunities for your brand, choose a positioning strategy, and create a plan to achieve the brand’s goal.

Module 4Brand Essence and Brand identity

Understand what a brand stands for, what shapes its overall identity, and how it aims to invoke a particular thought, feeling, or emotion in consumers.

Module 5Brand Design

A brand’s visual identity is the aesthetic embodiment of its positioning and personality. Learn how to develop a brand’s visual identity in this course by developing a cohesive system of design elements such as logos, colors, typography, illustrations, and photographs.

Module 6Brand Communication

Identify and explore various channels for marketing communications that will reach your brand’s target market effectively in this course.

Module 7Branding on Social Media

Learn how to create your brand with help of social media in today’s fast-paced digital world.

Module 8Brand Portfolio Management

Learn how to effectively create, implement, and manage several brands inside a firm to maximize market penetration and reduce brand overlap.

Module 9Brand Architecture

Learn about brand architecture so you can clarify what the relationship between different brands and customers is, and how they perceive them. A great brand architecture serves as a roadmap for brand identity, development, and design while also enhancing flexibility for future product or service extensions.

Module 10Managing Brands Across Brand Life Cycle

Learn how to manage brands in different stages of the brand life cycle.

Module 11Brand Equity and Valuation

This Professional Certificate in Brand Strategy course will teach you how to assess the overall impact of your brand. Determine whether consumers are willing to pay extra for your brand and how they feel about it.

Module 12Customer Brand Relationships

The bond between a brand and a customer is unique and has the potential to benefit both parties. You will learn how to develop a strong relationship with your customers and brand in this Brand Strategy course.

Module 13Capstone Presentation

Put the knowledge you’ve gained in this Brand Strategy program to work in this course. Create a brand strategy for the given problem statement and present it to SPJIMR faculty. The capstone project, the last in the learning process, will also enable you to demonstrate your competence to potential employers.

ElectivesBrand Strategy - Academic Masterclass

Attend online interactive masterclasses by top SPJIMR faculty and discuss brand management and strategy. Understand why it has become essential for any organization to understand and implement a brand strategy.

  • Brand Strategy
  • Brand Management
  • Brand Positioning
  • Brand Communication
  • Brand Portfolio Management
  • Brand Architecture
  • Brand Equity
  • Brand Loyalty
  • Marketing Strategy

Start your SPJIMR journey

  • For admission to this Professional Certificate in Brand Strategy, candidates should have a bachelor’s degree with a minimum score of 50% score in the qualifying examination.
  • A marketing background is not required, however, candidates with over 2+ years of relevant experience will be preferred.

The application process consists of three simple steps. An offer of admission will be made to the selected candidates and accepted by the candidates by paying the admission fee.

  • Submit Application: Tell us a bit about yourself and why you want to do this program
  • Application Review: An admission panel will shortlist candidates based on their application.
  • Admission: Selected candidates can begin the program after the orientation session.
  • Understand the fundamentals of brand
  • Discover the fundamental components of your brand’s mission by identifying your target market and developing integrated marketing communications.
  • Determine sustainable tactics to seize opportunities to improve your brand’s position in the market by identifying opportunities & threats that may affect it.
  • Learn to identify numerous marketing communication vehicles that can successfully reach the brand’s target market and develop a brand positioning strategy for your market.
  • By assessing brand sentiment, brand recall, purchase intent, analytics, and other KPIs and using the data to derive new insights, gauge ad monitor the health of your brands.

SPJIMR alumni benefits

On successful completion of the programme, participants will be eligible for the prestigious SPJIMR Executive Alumni Status and a host of benefits, including:

  • Lifetime ‘Executive Alumni Status’ from SPJIMR
  • Access to the Institute’s executive alumni portal, social media groups and campus updates
  • Invitation to SPJIMR webinars and business conclaves (T&C apply)
  • Access to the SPJIMR library on-campus (browsing only)
  • Alumni discounts on MDP Programmes

* The Executive Alumni benefits are subject to the discretion of SPJIMR.

Fees

INR 1,99,000 + GST

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