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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

Admission is currently closed. Get an email when the next one opens.

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The Sprint experience

1. Designed to fit your busy schedule.

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

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

Trainers & Guest speakers

Meet your trainers

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:

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:

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

Learn from industry experts with proven career results.

Gain practical insights not found on YouTube, Udemy or Coursera.

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

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.

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.

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Inspiring passion for learning.
Changing lives and businesses.

Dimitar Markov

DevOps Engineer

SAP

(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.

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!

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.

Kiril Peyanski

Principal 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.

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.

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.

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?

How do I enroll for a Sprint?

Simply click the enroll button and follow the on-page instructions. You’ll need to sign up for a Telerik Academy Learn account to access Sprint session links and course materials. Then, just pay for your seat to complete your enrollment. That's it!

How can I pay?

You can pay for your seat using your Visa, Mastercard, American Express or Diners Club card directly on our website. If you prefer to make a bank wire, please contact us for assistance.

Do you offer group discounts?

We do! For more information, please get in touch with us.

Can I get an invoice?

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?

Just send us an email and we'll get back to you soon.

Admission is closed

Admission is currently closed. Get an email when the next one opens.

Notify me

Brand Building and
Positioning

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

The Sprint experience

Meet your trainers