ABSTRACT
This chapter focuses on the ethics of branding and its pitfalls. Companies start using transformations and falsifications that are related to ethical branding when they believe that benefits will be greater than the potential costs if such acting is revealed, or when they are not able or simply not willing to fulfil their promises. Corporate social responsibility can be understood as society expectations of corporate behaviour that is socially expected or morally required and is therefore justifiably demanded of a business. The Anglo-Saxon model discusses social responsibility in a narrow sense, from the aspect of the company's own interest. The post-socialist model is only in its development phase and its characteristic is an emphasizing interest for problems of corporate social responsibility. Implicit corporate social responsibility is based on formal and informal state institutions that are a tool for attaching the responsibility to companies. Explicit social responsibility includes policies led by companies to take over responsibility toward certain social demands.
