VECTOR OVERVIEW OF STRATEGIC BRAND MANAGEMENT

Theoretical, methodological and practical aspects of strategic brand management vectors in the mineral water market are presented in the article. The author emphasizes that strategic brand management is a well-established mechanism of mutually agreed goals and complex efforts to develop and implement a brand strategy of an enterprise, where each brand of the company has a direct proportional relationship with the overall business strategy in the long-term perspective. It is has been shown that process sustainability and planned cyclical iterations prove that the brand can be protected in a strategic aspect, expanding employees' actions in creation, management, formation and development of a brand with minimizing risks. The conceptual scheme of strategic direction of brand management is presented. The development of the strategic brand management model, the use of appropriate tools to improve the effectiveness of brand management are the prospects for further research.