GUIDELINE OF COMPANY SOCIAL RESPONSIBILITY ENHANCING BRAND REPUTATION

Therefore, global guideline for seeking a regular development obliges to analyze conception of the companies social responsibility (hereinafter CSR) where it is very important to stimulate companies for seeking CSR enhancing reputation of brand name. CSR guideline is diverted to the enhancement of reputation of the brand name as well as institutions that may help to implement CSR. The aim of the research - to identify possible CSR guideline enhancing reputation of the brand name. The guidelines for applying model CSR to strengthen the brand's reputation be taken into account the following main lines: the promotion of CSR, ensuring transparency, support CSR policy (measures factors) development through mergers in the cluster / network and the introduction of CSR Officer (for professionals with specific (CSR management), educational needs)). To implement this aim it was used general methods of scientific research for carrying out a research: comparative analysis and synthesis of scientific literature, logic analysis and graphic modelling.