Marka Kantor

The article analyzes an example of cultural diplomacy involving the creation of one’s own brand with international reach by the Polish artist, painter and theatre maker Tadeusz Kantor (1915– 1990). Included in the examples are such elements of positioning an artistic brand as the rule of priority, differentiation from the competition, consistency and repetition of the message, appeal to the memory of the viewer and his emotions, social roots and other strong artistic brands. Unlike other famous artist-marketers in the second half of the 20th century, Tadeusz Kantor did not strive to create his own brand for commercial success, but primarily to create his own position in the hierarchy of art.