Professional Certificate in Brand Strategy

Table of Contents

About the Program 03 Brand Architecture 19

Managing Brands across

Key Features of the Program 04
Brand Life Cycle 19
About SPJIMR 05 Brand Equity and Valuation 20

Eligibility Criteria 07 Customer Brand Relationships 20

Capstone Presentation 21
Application Process 07
SPJMIR Masterclass 21
Talk to an Admissions Counselor 08
Certificate 22
Careers in Brand Management 09
Advisory Board 24
Program Outcomes 13

Learning Path 14

Introduction to Brand Strategy 15

5 C analysis 15

Brand Positioning Strategy 16

Brand Essence and Brand identity 16

Brand Design 17

Brand Communication 17

Branding on Social Media 18

Brand Portfolio Management 18

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Professional Certificate in Brand Strategy

About the Program

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 by
SPJIMR faculty, helps you understand the basics to help you create brand strategy.

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

With 92% of people relying on the

92% recommendations they read online,

business need for skilled brand managers
is more pressing than ever before.

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Professional Certificate in Brand Strategy

Key Features of the Program

Program Completion Become eligible to avail 50+ hours of live interactive

Certificate from the SPJIMR Executive Alumni classes delivered by faculty
prestigious SP Jain Network membership members from SPJIMR to
Institute of Management post -program completion enhance your learning
& Research experience

Industry-relevant curriculum Industry-relevant, 2 Day campus immersion at

designed and delivered by case-based learning SPJIMR, Mumbai at an
SPJIMR faculty members additional cost

Practical exposure through Academic masterclasses Complete this program while

hands-on projects & a from SPJIMR faculty you work
Capstone

High-level peer interaction

with like-minded
professionals

4
Professional Certificate in Brand Strategy

About SPJIMR
Bharatiya Vidya Bhavan’s S P Jain Institute of Management and Research
(SPJIMR) is a leading school of management situated in the heart of India’s
financial capital, Mumbai. It also has a center in the Bhavan’s campus at KG Marg,
New Delhi.

SPJIMR is graded as Autonomous “Category I” status by AICTE. It encompasses

entrepreneurial agility and is consistently ranked amongst the top ten management
schools in India. It has been accredited by the prestigious AACSB, (The Association
to Advance Collegiate Schools of Business) International. More than 1200
participants from diverse backgrounds are enrolled at any given time across various
full-time and modular programmes at SPJIMR.

SPJIMR’s vision is to be Asia’s most innovative and socially responsible school of

management. SPJIMR’s mission is to Influence Practice and Promote Value-Based
growth. It builds on this mission through pedagogic innovations and pioneering
programmes, carving a distinctive path in management education.

39
in the world
2
in the India

Financial Times ranks SPJIMR’s Postgraduate Diploma in Management (PGDM) at

#39 in the world and #2 in India.

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Professional Certificate in Brand Strategy

Benefits of SPJIMR Executive

Alumni network:
A lifetime ‘Executive Alumni Status’ from SPJIMR
Access to the Executive Alumni Portal
Invitation to SPJIMR webinars and business conclaves (T&C apply)
Access to SPJIMR library on campus (browsing only)
Access to Alumni discounts on Management Development Programmes
Access to Campus updates
Access to SPJIMR Merchandise

About Simplilearn
Simplilearn is the world’s #1 online Bootcamp provider, enabling learners across
the globe with rigorous and highly specialized training offered in partnership with
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technologies and skills, such as data science, cloud computing, programming,
and more, that are transforming the global economy. Our training is hands-on and
immersive, including live virtual classes, integrated labs and projects, 24x7 sup-
port, and a collaborative learning environment. Over two million professionals and
2,000 corporate training organizations across 150 countries have harnessed our
award-winning programs to achieve their career and business goals.

6
Professional Certificate in Brand Strategy

Eligibility Criteria
For admission to this Brand Strategy program, you must have:

A bachelor’s degree with a minimum of 50%

At Least 2+ years of experience
Marketing background is not required

Application Process
Candidates can apply to this program in 3 simple steps:

1 SUBMIT AN
APPLICATION

Fill out the application and

2 APPLICATION
REVIEW

A group of admissions
3 ADMISSION

Candidates that meet the

include a succinct statement counselors will analyze your requirements will be given an
of purpose to explain to our application and statement of admissions offer. By paying
admissions staff why you are purpose after you submit it to the program cost, you can
qualified for and interested in ascertain your qualifications accept this offer.
the UMass Digital Marketing and interest in the program.
Bootcamp.

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Professional Certificate in Brand Strategy

Talk to an Admissions Counselor

Our staff of committed admissions counselors are available to assist you with the
application process and other relevant issues.

You can connect with them to:

Answer to any questions you have about the application

Provide details about available financial assistance (if required)
Help you understand the program better and respond to your questions

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 Professional Certificate in Brand Strategy

Careers in Brand Management

Brand Manager Career Path

Junior Brand
₹2L - ₹6L /yr
Manager

Brand
₹7L - ₹21L /yr
Manager

Senior Brand
₹15L - ₹35L /yr
Manager

Senior Manager
₹11L - ₹23L /yr
of Marketing

Associate
Director of ₹13L - ₹33L /yr
Marketing

Director of
₹18L - ₹57L /yr
Marketing

Senior Director
₹17L - ₹67L /yr
of Marketing

Vice President
Source : Glassdoor.co.in

₹18L - ₹52L /yr

of Marketing

Senior Vice
President of ₹25L - ₹64L /yr
Marketing

₹0 ₹15L ₹30L ₹45L ₹60L ₹75L

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Professional Certificate in Brand Strategy

Brand Manager Salary in India

Brand Manager salary in India ranges between ₹ 3.5 Lakhs to ₹ 32.0 Lakhs with an
average annual salary of ₹ 12.0 Lakhs. Salary estimates are based on 3.5k salaries
received from Brand Managers.

Average Annual Salary ₹12.0 LPA

₹ 3.5L
(lowest)

₹ 12.0L
(average)

800

3.5
700
-
7.1 7.1
-
600 10.6
₹ 32.0L
(highest)
Salaries Reported

10.6
500
-
14.2

400
14.2
-
Source : .Ambitionbox.com

300 17.8 17.8

-
21.3
24.9
200 21.3 -
- 28.5
24.9
28.5
100 -
32.0

Avg. Salary (in Lakhs per annum)

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Professional Certificate in Brand Strategy

FMCG Brand Manager Salary in

India

Average Annual Salary ₹24.1 LPA

₹ 24.1L
(average)
₹ 10.0L
(lowest)

₹ 42.0L
(highest)
90
Salaries Reported

75
22.0
- 26.0
14.0 26.0
60 -
10.0 -
18.0 30.0 30.0
- 18.0
- -
14.0

Source : .Ambitionbox.com
22.0 34.0
45

30 34.0 38.0
- -
38.0 42.0
15

Avg. Salary (in Lakhs per annum)

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Professional Certificate in Brand Strategy

FMCGs that hire brand managers:

Other companies hiring brand

managers:

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Professional Certificate in Brand Strategy

Program Outcomes

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.

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 Professional Certificate in Brand Strategy

Learning Path

01 Introduction to Brand Strategy

02 5 C analysis

03 Brand Positioning Strategy

CORE TOPICS

04 Brand Essence and Brand identity

05 Brand Design

06 Brand Communication

07 Branding on Social Media

08 Brand Portfolio Management

09 Brand Architecture

10 Managing Brands across Brand Life Cycle

11 Brand Equity and Valuation

12 Customer Brand Relationships

13 Capstone Presentation

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Professional Certificate in Brand Strategy

01 Introduction to Brand Strategy

Start your journey towards enhancing your ability to build and manage customer-fo-
cused brands to drive profits and organic growth. In this course, explore the basics
of brand management and strategy.

Curriculum

What are Brands?

How are They Different from Products?
What is Branding?
Why is Branding Needed?
Financial Case for Branding
Process of Branding

02 5C 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.

Curriculum

Segmentation
Targeting
Understanding Customers
Competitors
Context

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Professional Certificate in Brand Strategy

03 Brand Positioning Strategy

You will learn on 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.

Curriculum

What is Positioning?
Tools to Identify Your Positioning
How to Position in a Mature Market?
Writing Positioning Statements

04 Brand 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.

Curriculum

Defining Brand Essence

Soul of the Brand
Intended Associations Using Brand Prism

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Professional Certificate in Brand Strategy

05 Brand 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.

Curriculum

Verbal and Visual Brand Expression

Logo Design
Brand
Brand Personality
Brand Motto
Linguistic Characteristics

06 Brand Communication
Identify and explore various vehicles for marketing communications channels that
would effectively reach your brand’s target market in this course.

Curriculum

Brand Communication - 6Ms Framework

Sensory Branding
Creating an Integrated Brand Experience

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Professional Certificate in Brand Strategy

07 Branding on Social Media

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

Curriculum

Building Digital Brands

08 Brand Portfolio Management

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

Curriculum

Managing Portfolios
Ansoff and BCG
Brand Extensions and Line Extensions
Brand Hierarchy

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Professional Certificate in Brand Strategy

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

Curriculum

Brand Architecture Spectrum - When to Use What?

Hybrid Architectures

10 Managing Brands Across Brand

Life Cycle

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

Curriculum

How to Manage Brands in Introduction, Growth, Maturity, and Decline Stages

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Professional Certificate in Brand Strategy

11 Brand Equity and Valuation

This 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.

Curriculum

Measure and Track the Health of Your Brands

Evaluating Brand Sentiment
Brand Recall
Purchase Intent
Analytics & other KPIs, and Using Data to Glean New Insights
Customer-based Brand Equity Models
Basics of Brand Valuation

12 Customer 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 course.

Curriculum

Brand Loyalty: Attitudinal and Behavioral Loyalty

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Professional Certificate in Brand Strategy

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

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

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Professional Certificate in Brand Strategy

Certificate
Upon successful completion of the Professional Certificate in Brand Strategy
program, you will receive a certificate of completion from SPJIMR. This certificate
will testify to your skills as a Brand Strategist.

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Professional Certificate in Brand Strategy

Advisory Board

Ashita Aggarwal
Professor, Marketing
Chairperson - PGMPW

Dr. Janakiraman Moorthy is Professor in the Marketing Area. Dr.

Moorthy has been associated as visiting professor at Krannert
School of Management and at Purdue University in marketing
department. Before this, he served as Director and Professor of
Marketing at Institute of Management Technology, Dubai.

Janakiraman Moorthy
Professor and Chair, Marketing

Dr. Janakiraman Moorthy is Professor in the Marketing Area. Dr.

Moorthy has been associated as visiting professor at Krannert
School of Management and at Purdue University in marketing
department. Before this, he served as Director and Professor of
Marketing at Institute of Management Technology, Dubai.

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Professional Certificate in Brand Strategy

Shabbir Husain R.V.

Assistant Professor, Marketing

Dr Shabbir Husain R.V. holds a doctorate (FPM) from XLRI, Jam-

shedpur and a management degree (PGDM) from Indian Institute
of Management Calcutta. Before joining SPJIMR, he had over 16
years of work experience in organizations including Boston Con-
sulting Group, Tata AIA Life, TCS and top academic institutions
including IIM Udaipur and IIM Raipur. He also started a business
school in 2009 in Udaipur which was later merged with another
management institution.

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Professional Certificate in Brand Strategy

Program Highlights

Program Duration: 6 months

Program Completion Become eligible to avail 50+ hours of live interactive

Certificate from the SPJIMR Executive Alumni classes delivered by faculty
prestigious SP Jain Network membership members from SPJIMR to
Institute of Management post -program completion enhance your learning
& Research experience

Industry-relevant curriculum Industry-relevant, 2 Day campus immersion at

designed and delivered by case-based learning SPJIMR, Mumbai at an
SPJIMR faculty members additional cost

Practical exposure through Academic masterclasses Complete this program while

hands-on projects & a from SPJIMR faculty you work
Capstone

High-level peer interaction

with like-minded
professionals

25
Professional Certificate in Brand Strategy

Why wait!
Take the first step to your Brand Management career journey by applying below

Apply Now

26
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