Znaczenie zaangażowania społecznego firmy w kształtowaniu tożsamości marki
The importance of corporate social responsibility in the brand identity building

Summary/Abstract: Nowadays access to the digital technology and information increase consumer awareness and requirements towards brands and values which they are representing. In response to this trend companies in their activity aren’t already focusing only on the product and the consumer, but also matters of the mankind, supplementing functional and emotional aspects with spiritual values. The problem of the poverty, the climate change and the increase in the environmental pollution are giving reason for reflection over the significance of the marketing activity of companies at making world better through Corporate Social Responsibility.

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