Społeczna odpowiedzialność biznesu jako element budowania wizerunku marki
Corporate Social Responsibility as an Element of Building a Brand Image

Summary/Abstract: Corporate Social Responsibility (CSR) involves business activities that take into account both the economic aspect of the enterprise and also the enterprise’s responsibility towards the social environment, with an emphasis on activities aimed at protecting the natural environment. Contemporary brands, following the requirements of the law created by international organizations, as well as responding to the expectations of buyers, include in their strategies activities in the field of social responsibility which take into account these aspects in the process of creating a brand image. These activities should be observed both inside the organization and outside the company. Within the organization, these are processes aimed at responsible management of human resources, but also processes related to reducing energy consumption in production, responsible waste management, and the use of „responsible” materials. Outside the organization, responsible business uses a number of instruments, among them responsible products, packaging, distribution and communication processes. There are many classifications of activities in the field of corporate social responsibility – they boil down to the use of forms of enterprise activity that have a positive impact on society and environmental protection. Using a wide catalog of brand capabilities when creating their image, enterprises take into account aspects related to Corporate Social Responsibility

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