Telegram channel development in promoting a political brand

The article is devoted to the construction of a political brand of a candidate in the elections of the President of the Russian Federation in Telegram. The authors consider the official channel of the candidate as one of the components of the communication activities of the politician within the framework of the election campaign. At the same time, this communication activity is studied from the point of view of the text component – both individual materials and the communication canvas of the channel as a whole. The study was conducted based on the examination of posts published in the official Telegram channel of the candidate for the post of the President of the Russian Federation Nikolai Kharitonov in the period from January 9, 2024 to March 21, 2024 (from the moment of publication of the first post to the publication of the final interview on the results of the election campaign, a total of 69 text messages). The analysis has shown the cross-cutting images used by the politician in the posts – heart / soul, home, and village . The authors analyze these images in relation to the political brand and sum up the results of the campaign in Telegram in terms of maintaining the required level of positioning of the political brand.