Brand Building and Positioning | Telerik Academy Sprint
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TELERIK ACADEMY SPRINT

Brand Building and
Positioning

Learn from a creative master with 110+ awards who has led local and international brands to success. We'll cover:

👉 Core principles of brand positioning

👉 Understanding your target audience

👉 Crafting a compelling brand story

👉 Differentiating your brand from competitors

Maria Milusheva
🎯 Chief Creative Director, Ogilvy Group Bulgaria
🏆 Cannes Lions See It Be It | Winner of 110+ Creative Awards

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What it is

Gain the tools, knowledge, and confidence to build and sustain a strong brand.

Quantifiable business outcomes:
  • Position your brand to achieve market differentiation and rise above competitors.
  • Craft a brand narrative that boosts customer engagement and loyalty.
  • Harness creative thinking to innovate and differentiate your brand.
Start Date

Coming soon

Duration

2 weeks

Schedule

4 sessions x 3 hours,
Mondays & Thursdays

Format

Online or on demand

Group size

50

Price

BGN 399 (incl. VAT)

Language

Bulgarian

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The Sprint experience

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1. Designed to fit your busy schedule.

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2. Learn, apply in class, and discuss with trainers and peers.  

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3. Earn a Telerik Academy certificate to share with your network.

Trainers & Guest speakers

Meet your trainers

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Maria Milusheva Trainer
Chief Creative Officer,
Ogilvy Group Bulgaria
Maria Milusheva is one of the most respected advertising professionals in Bulgaria and the only Bulgarian creative director recognized by Cannes Lions Festival of Creativity. Her expertise extends across various industries, including beer, banking, automotive, healthcare, food, spirits, tech, media and more. Maria has contributed to the success of brands like Discovery Network, BMW, Carlsberg, Tuborg, FOX, Shumensko, Pirinsko, Vichy, Actavis, ProCredit Bank, ItalFood, Ficosota Syntez, and many others.

With 18 years of experience and over 100 marketing awards, Maria exemplifies expertise, consistently delivering impactful campaigns that resonate with audiences and achieve remarkable results.
She is also a well-renowned speaker at TEDx, Golden Drum, AD Black Sea and See It Be It.
Achievements:
  • Winner of 90+ Creative Awards
  • Winner of 20+ Effie Awards
  • The only Bulgarian recognized by Cannes Lions' See It Be It
Contributed to the success of:
Animalz logo Progress logo
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Sevdalina DinchevaGuest Speaker
Premium Spirits Brand Manager,
The Macallan, Coca Cola HBC

Sevdalina is experienced Brand Manager with over 10 years in FMCG, having worked with global leaders like Carlsberg Group, Proximo Spirits, and Diageo. Currently, Premium Spirits Brand Manager at The Macallan and Coca Cola HBC. Formerly, Senior Brand Manager for international brands (Carlsberg, Tuborg, Zatecky, 1664 Blanc, Budweiser) and local brands (Pirinsko). Also managed brands like Bushmills, Baileys, and Jose Cuervo.

Her achievements include leading award-winning marketing and communications for Pirinsko, driving market share growth, and making Bushmills the No.1 Irish Whiskey by value share in Bulgaria. She is proficient in translating global brand strategies into effective local positioning and go-to-market plans.

Contributed to the success of:
Progress Logo Progress Logo Progress Logo Progress Logo

Who it's perfect for

Marketers
Marketing professionals and brand managers looking to connect with their target audience on a deeper level and build a strong brand.
Business owners
Leaders seeking to differentiate their brand in a competitive market.
Entrepreneurs
Founders aiming to build a brand from the ground up and position it for long-term success.
Anyone
Just about anyone committed to mastering the art of creating and sustaining strong, impactful brands.

Ideal for professionals in:

Ecommerce
FMCG
Consumer software

 

Business value for companies 

Investing in this course equips employees with the knowledge to:

  • Create distinctive brands that stand out, boosting recognition and customer loyalty.
  • Capture a larger market share, driving sales and revenue growth.
  • Ensure consistent brand experiences across platforms, enhancing integrity.
  • Build and sustain a strong brand for long-term business success.

What you'll learn

Understand the value of brands

  • Learn to extract and apply key success factors from top brands.
  • Distinguish between brand differentiation and brand distinctiveness.
  • Craft brand mission statements.

Master brand positioning and brand strategy

  • Learn how to apply brand positioning tools.
  • Understand how to implement the key components of a robust brand strategy.
  • Master the Brand Key Model to define your brand strategy.

Build strong brands

  • Learn techniques to build strong emotional bonds between your brand and consumers, driving loyalty.
  • Ensure a cohesive brand experience across all platforms and touchpoints.
  • Discover how to test hypotheses and effectively communicate results.
  • Harness creative thinking to innovate and set your brand apart.
Business case: The Power of Consistency

Sevdalina Dincheva managed the brand positioning and performance of local and international brands that resulted in significant brand growth, increased market share and award-winning marketing campaigns. She has presided over building a strong brand equity of the brand Pirinsko for a period of 4 years, resulting in market share growth from 25% to 30%, strengthening the unique brand story and fostering loyalty. She has effectively completed an overhaul of the brand’s new visual identity that helped the brand to stay relevant and successful.

See firsthand how Pirinsko became a leading brand in the market through clear positioning and brand consistency. Learn how to:


  • Identify the fundamentals of managing a loved brand.
  • Effectively defend the leadership position of a brand and recruit new consumers.
  • Drive brand growth while staying true to the smallest valuable market.
  • Maintain brand relevance over time.

Gain hands-on experience and practical skills to apply directly to your company brand.
Curriculum

Detailed curriculum

This course provides a deep dive into brand building, brand value and positioning. You will learn to establish, grow, and maintain successful brands by exploring brand equity, mission, positioning, emotional connection, and creative consistency.

  • 01Session 1
  • 02Session 2
  • 03Session 3
  • 04Session 4

The value of strong brands

Introduction

  • The importance of having a strong brand in the modern marketplace.
  • Case studies of successful brands and analysis of their key success factors.
  • Brand Equity: Definition and components (brand awareness, brand loyalty, perceived quality, brand associations); How brand equity drives business value.
  • Group discussion: Case study analysis - examine the brand equity of a successful brand and identify the factors contributing to its value.

Understanding consumer pain points

  • Identifying consumer pain points and needs.
  • Problem solving and the 5 Why’s technique.
  • The role of consumer insights in brand building.
  • Group activity: Identify consumer pain points for a specific industry.

Crafting brand mission statements

  • The role of a brand mission in guiding brand strategy.
  • Examples of strong brand mission statements.
  • Homework: Draft a mission statement for a given brand. Peer review and revision.

Mastering brand positioning and strategy

How to use brand positioning tools

  • Elements of brand positioning (target audience, competitive landscape, brand promise, etc.); Introduction to the 3 Cs of brand development: Customer, Company, and Competitors.
  • Brand positioning tools: Perceptual maps, competitive positioning grids, and brand personality maps.
  • Examples of effective positioning statements from leading brands.

How to implement the key components of a brand strategy

  • Brand strategy elements.
  • Introduction to the Brand Key Model.
  • Examples of successful brand strategies.

In-class practice

  • Exercise: Create a brand positioning statement.
  • Group discussion: Analyze the brand strategy of a market leader.
  • Small groups exercise: Analyzing rival brands’ strategies.
  • Homework: Create a Brand Key for a hypothetical brand.

Building strong brands

Fostering emotional bonds between the brand and the consumers

  • The role of emotions in consumer decision-making.
  • How to create emotional connections through storytelling.
  • Group discussion: Brands with strong emotional resonance.

Consistency in brand building

  • The importance of consistency; balancing consistency with the need for innovation.
  • Maintaining brand consistency in messaging, visual identity, and customer experience.
  • Small group exercise: Analyze the consistency of a well-known brand across different platforms.

Creative Bravery: Harness creative thinking to innovate and differentiate your brand

  • How to stand out in a crowded market.
  • Taking risks and experimenting with new ideas to keep the brand fresh and relevant.
  • Examples of brands that have successfully implemented bold creative strategies.
  • Homework: Create a comprehensive brand strategy for a new or existing brand, including a brand mission statement, positioning statement, and a creative plan for consistency.

Pirinsko business case

  • Pirinsko’s success: A structured approach that ensures participants gain hands-on experience and practical skills that can be immediately applied to their brand management roles.

What sets us apart

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Learn from industry experts with proven career results.​
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Gain practical insights not found ​on YouTube, Udemy or Coursera.​
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Uncover tribal knowledge that is rarely documented and shared.​
Format & Schedule

How you’ll learn

Two-week training

Four 3-hour sessions (6-9pm) distributed across two consecutive weeks.

Sprints are designed to fit the schedules of full-time
professionals.

What you’ll get

  • 3 goal-oriented lessons with summaries 
  • 3 group practice sessions with reviews of selected solutions 
  • 3 Q&A sessions with the lead trainer 
  • A breakdown of a real-world business case 
  • A session with the guest speaker, an expert in the field 
  • A Q&A session with the guest speaker 
  • Dedicated time for networking 

The more you learn, the more you earn

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Enjoy discounts on future purchases 
Earn a 5% discount on your next Sprint purchase. Your discount will be automatically applied when you sign up for your selected Sprint.
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Refer friends and earn even more
For each referral, you and the new user will both receive a 5% discount off the price of a Sprint, which you can use towards your next Sprint purchase. Additionally, the new user will receive an extra 5% discount on their first purchase. 

Inspiring passion for learning.
Changing lives and businesses.

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Dimitar Markov
Junior Full-Stack Developer
The Coca-Cola Company
(Class of 2020)

Telerik Academy is a great starting point for anyone who wants to jumpstart a career in the IT industry. It provided me with the underlying knowledge and practical experience needed to join the sector.

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Alexander Popov
Site Engineering Lead
Uber

Some of my best junior software engineers at Uber come from Telerik Academy. It is always a pleasure to work with their alumni!

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Ivan Rusev
Head of Software Development
Experian

We partner with Telerik Academy because we know their graduates have gone through an extremely demanding program - with high training standards and practice - and have proven themselves to be true technology ninjas.

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Kiril Peyanski
Software Engineer
Progress
(Class of 2017)

Telerik Academy changed my life. At the age of 20, I was already independent and working my dream job! Without the knowledge and experience I gained at Telerik Academy, I wouldn’t have had such a flying start.

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Svetoslav Torbov
Head of Development
Paysafe

Telerik Academy has become a valuable partner for us thanks to its years of experience in training IT talent in Bulgaria. Through our collaboration we connect with students who have in-depth knowledge, high potential, and motivation for building a career in the IT industry.

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Stoyan Damov
Co-Founder
Tick42

After 10+ years of scrutinizing and perfecting its craft it’s no wonder Telerik Academy is the leader in technical education. We are honored to have 15 alumni at Tick42 who are continuously getting unsolicited praise from our clients, and we’ll most definitely continue partnering closely with Telerik Academy.

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Rusi Rusev
Front-End Developer
Gtmhub
(Class of 2018)

From day one at Telerik Academy Alpha I knew I’ve had made the right choice. The trainers are 100% dedicated to providing students with the best possible education and preparing them to meet and exceed the expectations of their future employers.

    Still have questions?

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    How can I pay?
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    To receive a company invoice, check the "I want an invoice" box during sign-up and provide your company's name, address, and VAT number. We'll email the invoice to you.
    How long does it take to complete a Sprint?
    Sprints are 2-week programs with 4 sessions held on 2 weekdays each week, scheduled for after-work hours.
    What if I miss a live session?
    No problem! We record every live session with our trainers and speakers and make the recordings available for you to replay at your convenience.
    Will I receive a certificate upon completion of a Sprint?
    Every trainee who completes their Sprint earns a Telerik Academy certificate of completion. To qualify, you must attend or watch on demand all course content and complete any homework. You can print the certificate or add it to your LinkedIn profile. Feel free to tag @Telerik Academy when sharing it.
    How is a Sprint different from an Upskill?
    Sprints are 2-week, hands-on programs where industry leaders share practical, ready-to-use knowledge that's immediately applicable at work. Upskills, on the other hand, provide a comprehensive, 3-month journey to bridging skill gaps in a specific domain, helping you advance to the next career level.
    How can I get in touch?
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