BRAND POSITIONING IN THE MINERAL WATER MARKET: SYSTEMATIC APPROACH

The article presents theoretical, methodological and practical aspects of the brand positioning process in the mineral water market. Emphasis is placed on detailed understanding of brand development management in the mineral water market, identification of competitive advantages, development of a mechanism for brand management with appropriate goals, tasks, functional content, methodological and organizational structure of management, orientation and nature of internal links and dependencies between elements are discovered. The external and internal factors on the macro, meso and micro levels that influence the formation of the positioning system are analyzed and substantiated, the conceptual scheme of brand positioning with factors based on a systematic approach is presented. The analysis of the mineral water market, the development of a differentiated brand strategy, the determination of the targets of strategic brand management are the prospects for further research. Key words: .