TY - JOUR
TI - Building A Brand Of a Cultural Institution on the Example of the Jewish Theatre in Warsaw
AU - Pawlicka, Kama
TI - Building A Brand Of a Cultural Institution on the Example of the Jewish Theatre in Warsaw
AB - 
The research objective of this article is to present the way in which the Jewish Theater in Warsaw has been building its image. To achieve this goal, the case study method was used. The article takes a closer look at the history of the theatre itself, its founder, the legendary actress Ida Kamińska, the troubles with the seat, but most importantly it presents the image transformations that the theatre has been implementing systematically during the time it has been managed by Gołda Tencer. The article was based on the analysis of collected data, Internet searches and author’s observations. The research shows that thanks to the gradual introduction of the rebranding process, the Jewish Theater has gained new audiences, strengthened its image and managed to build a strong brand in the theatre sector.

VL - 2023
IS - Volume 24, Issue 4
PY - 2024
SN - 1896-8201
C1 - 2084-3976
SP - 275
EP - 291
DO - 10.4467/20843976ZK.23.019.19362
UR - https://ejournals.eu/en/journal/zarzadzanie-w-kulturze/article/budowanie-wizerunku-instytucji-kultury-na-przykladzie-teatru-zydowskiego-w-warszawie
KW - Jewish Theatre
KW - repertoire
KW - image
KW - brand
KW - place
KW - history