Resource potential of L.N. Tolstoy’s personal brand in the internet space

This article deals with the research of the ambiguous category of the personal brand of the great Russian classic Leo Tolstoy. It is noted that its resource potential can be used for the regional development of the Crimea; the most significant factors and directions of the influence of the potential of the writer’s brand on modern culture are considered. The author pays great attention to the consideration of this figure in the Internet space, while the “Crimean pages” of the writer’s creativity and biography take on increasing importance as promising and relevant for the promotion of a personal brand. The author comes to the conclusion that in order to effectively use a personal brand, it is necessary to take into account the specifics of the region’s audience and modern digital technologies that illuminate the “Crimean pages” of the classic’s creativity. Current cultural practices allow us to expand the idea of a particular figure, to use the visualization of this image to form the image of the Crimea in the direction of “L.N. Tolstoy and the Crimea”.