Budowanie wizerunku instytucji kultury na przykładzie Teatru Żydowskiego w Warszawie

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.