Marka Conrad w globalnym przemyśle kulturowym

Modern literature, according to theorists of culture, became a material object of culture. On the backdrop of such a conclusion on the direction of cultural changes, together with personal observations of phenomena occurring in the contemporary Polish culture, this article explores a question: is there a Conrad brand? Further, the paper analyses cultural processes involved with a brand creation, illustrating this with chosen examples of the use of the name Conrad in Polish institutions, both financial and cultural.