In the modern information world, society is actively embracing political struggle, which boils down to influencing public consciousness. Political parties create attractive images through the use of various technologies. And the more attractive these images are, the more successful they are considered. Today, the essence of the political struggle is not so much the competition of party programs as the "struggle of images", that is, political brands. Therefore, the creation and effective promotion of the party brand lies in the proper use of mass communication technologies associated with the global Internet network. Thus, the network component becomes an integral element of the party brand, however, the technologies of its creation and promotion differ significantly from the usual mechanisms of political advertising, public relations, and propaganda activities in the traditional environment. Consequently, the party brand takes various forms on the Internet, from the emergence of online versions of party brands to the emergence of "network parties". In modern conditions, it is necessary to consider the features of the network party brand. This study is devoted to the study of the network party brand as a new form of consolidation of the information society, taking into account the economic aspect of the problem.