For the first time, an attempt has been made to create a model of a media brand: typological techniques for positioning mass media (editions, corporations, holdings) in the public space have been identified and structured. Typological and discursive-linguistic methods made it possible to develop principles for the structuring of a media brand, based on the analysis of repeated and intentionally replicated linguistic means that are fixed in the mind of the recipient, including through suggestive and manipulative means of linguistic influence. On the basis of well-developed concepts of the brand, speech model, linguistic personality, and linguistic and cultural types (V.I. Karasik, Yu.V. Karaulov, etc.), a speech model of the media brand has been developed, which will allow not only to determine its structural components, but also to determine the effectiveness and typological conditionality of each of them, thus helping to reflect on communicative successes and failures in the creation and promotion of a media brand. The research hypothesis is that, by analogy with the construct of a linguistic/communicative personality, it is possible to develop a model of a media brand as a subject/actor of the modern media space that forms its own community. The peculiarities of the functioning of the media brand formation tools allow us to consider it as an important and well-structured subject (an actor comparable to a personality) of mass communication.