The nineties of XX c. are a period when polish governments departing from centrally planned economy; put an end to supporting many spheres of society live. This gap is filling now by non-profit organizations engaged in education development as well as health, sport, tourism, culture and art, environment protection and so on. It can be mentioned that there are so many organizations working not for profits that – in order to be successful – they must start acting abide by the market rules, to which marketing management is numbered among. Marketing applying in the non-profit organizations is the same like in the commercial ones. It means that the non-profit organizations have to communicate with environment in proper way, have to try creating good image, relying on distinguishing marks of identity. Paper shows chosen problems connected with marks determining as well as identity creating, exemplified by the study of non-profit organization working on protection of environment area.

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