Morfologia marki organizacji niekomercyjnych na przykładzie Polskich teatrów
Morphology of nonprofit organizations brands on the Polish theatres example

Summary/Abstract: Receiving various appeals that organizations may address to particular audiences will be facilitated if supported by well known and delivering positive values brands, understanding as signs enabling distinguishing one organization from the other. Therefore the objective of this paper is the analysis and evaluation of brands morphology. Conclusions discussed in the paper refer to the issues of creating theatres’ names as well as graphics. Moreover, the paper contains conclusions concerning three spheres of brands: functional, symbolic and perceptional. It is underlined that a good brand creation is a multidimensional and time consuming process but, as theaters compete with mass culture and other forms of spending leisure time, it is a very important activity of such kinds of organizations.

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