Creating a personal brand in today's modernized world is much simpler than it used to be. Previously, people could become a brand solely through birth and their own success, while today they can also do so through the mass media, which make it much easier for them to reach a large number of people, the general public. Regardless of how an individual creates a personal brand, as in the case of products, it is important to maintain the brand, keep it credible and unique so that it does not find itself among the multitude of those who are quickly forgotten. Queen Elizabeth II could not face such a problem, because it is impossible to forget the ruler of Great Britain. However, a much more difficult path awaited her. The path which expected the continuous building of a positive image and the expansion of the strength and power of the brand in order to elevate not only herself and the royal family, but also the entire country. Elizabeth II. she succeeded in that, the strength of her brand cannot be compared to any global brand currently in the world, and whoever tries to surpass her will have to try really hard. There is no doubt that the brand will remain strong long after her death.