Ambush marketing – kontrowersyjne narzędzie kreowania wizerunku marki
Ambush marketing - a controversial tool of brand image creation

Summary/Abstract: The main objective of this paper is to identify the ethical and legal problems related to a more and more wide- spreading phenomenon of ambush marketing. The applied method is based on a case study of ambush marketing activities undertaken during the European Soccer Championship - Euro 2012. The extreme effectiveness of those activities leads to the conclusion that predatory marketing should be completely banned, because it directly infringes the intellectual property rights of the official sponsors of the event. Ambushing „by association" should be evaluated on case by case basis in accordance with the spirit of unfair competition elimination and good practices

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