Abstract
The article examines the features of promoting a personal brand through social networks using the example of Elizabeth II (1926–2022). The authors describe the stages of forming a personal brand and their content. Social networks are currently one of the most popular and influential means of mass communication, and social media are considered as new channels of public opinion formation, as they change the information space and transform the nature of the communication process. The authors of the article state that brand management in social networks can be both positive, uniting society, and negative, giving rise to protests, falsification of the truth and much more.
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