A binary model of strategic brand management was first built, which combines classic offline and modern online approaches and tools with innovative methods of strategic brand management. A structural and logical model of brand was made. Strategic brand management is singled out as a supporting process in the brand management system, which aims to find the most effective way to take a position in the minds of consumers, taking into account the resources spent. A methodological approach to characterizing the state of the national mineral water market is proposed, consisting of: market monitoring methodology, which provides identification of mineral waters produced in Ukraine, research of key elements of the mineral water market, analysis of market structure by producers and consumers and identification of factors of influence and development trends; scientific substantiation of key features and problems of development of the national market of mineral water, with separation of five powerful national brands of the leading companies in the field of production of mineral and drinking waters; scientific and methodological approach to assessing the development of the mineral water market of Ukraine at the regional level, with the selection of regions with the most favorable conditions for the formation (implementation) of strategic directions of brand management in the mineral water market by taxonomic method; determination of the top three countries in terms of exports of Ukrainian mineral waters and the potential for growth of domestic exports by improving legislative framework of mineral water certification and identification of development vectors for domestic water brands in the direction of being potentially attractive to external markets of Poland and the United States. A methodology for assessing the competitiveness of mineral water brands was developed within matrix analysis of the ratio of complex parameters: prospects for development and product quality. The theory of evolution of marketing communications was complemented by following stages: "Digital communications" and "communication pandemic". The forecast data of the influence of virtual technologies as a potential of innovative brand development is calculated, the activity of mineral water brands on the Internet was analyzed, the strengths and weaknesses of the companies’ websites and their communicative activity on the Internet were identified, the analysis of social networks of mineral water brands was done. A system of brand management in the mineral water market has been formed, which is based on certain principles and provides for the use of brand management technologies through successful brand formation, loyalty, emotional content of the consumer audience, that will increase the level of strategic brand management, which will help ensure long-term efficiency of the enterprise. To identify the factor determinants of consumer choice of brands in the mineral water market, a marketing study of consumer behavior was organized and conducted according to the developed methodology. The formed method of determining the sociometric status of brands and approbation of sociometric analysis in the mineral water market allowed to identify the most status brands in Kyiv and Kyiv region. Conceptual principles of brand positioning in the Ukrainian mineral water market have been developed, which include: the concept of a brand positioning marketing system; scientific substantiation of the most characteristic positioning strategies on the Ukrainian mineral water market by comparative analysis of existing positioning strategies for the leaders of the Ukrainian mineral water market. Organizational and methodological approach to the formation and implementation of brand positioning strategies in the mineral water market was developed based, a brand image in the minds of consumers. The organizational and methodological basis of innovative development of the brand of enterprises in the mineral water market was formed, namely scientific and methodological approach to assessing the innovative activity of enterprises was developed, in particular, five groups of indicators of innovative activity of enterprises and methods for their calculation were proposed; regression models of dependence of gross profit and gross value added on the dynamics of innovative activity of enterprises and its significance in the financial growth of enterprises were created. A conceptual model of implementation of investment and innovation processes in the process of developing a strategic plan and forecasting the development of enterprises in the mineral water market was created, based on the integration of innovation and investment processes. A forecasting methodology in the system of strategic management of mineral water production and sales in Ukraine was first proposed.
