The topic "Branding and promotion on social networks" examined and analyzed the basic concepts of brand, branding, identity creation, brand story, design of visual elements, the examination of the type and manner of communication, etc. As one of the forms of communication and brand promotion, the concept of social networks is being researched - development, the role in society, diversity, amusement, and managing. Furthermore, the influence of various social networks on shaping the perception and spreading brand awareness, creating recognition, and achieving success in the market was researched. Ways of promotions were defined - the creation of promotional campaings, measurement, and analytics; creating content and attracting audiences to convey the main features and characteristics of the brand. In the practical part, the attitudes of consumers and the influence of social networks on the purchase decision process were thouroughly researched and examined with the help of a survey. Thie aim of this paper is to examine the way brandII establishes it’s relation with the current or future users through social media. It also examines the way the consumers, who are also social media users, perceive the delivered content and actions they take before making a purchase decision. Through the implementation of promotional activities, the aim is to identify differences in the possibilities of reaching the target group and their engagement.