Making a profit is the ultimate goal of every company. However, modern trends in economic science emphasize the importance of meeting the expectations of all stakeholders involved in the company's operations. One should strive to meet the needs of stakeholders to the greatest possible extent, which will result in a positive impact on the success of the company. When talking about stakeholders, the focus is primarily on customers, who expect good product quality, reasonable price with payment in instalments, longer warranty period, doorstep delivery, good after-sale service, and the like. Other stakeholders are suppliers, who expect regular payment; employees, who expect higher wages and better working conditions; owners, who expect a faster return on invested capital; the state, expecting to collect fiscal duties; management, expecting higher bonuses; banks, expecting orderly repayment of loans; community, expecting higher environmental standards in business, donations to associations and sponsoring sports and general support for local community activities. The paper analyses the elements of corporate social responsibility in the company HEP d.d. (national energy company), their significance in the stakeholders' perception and their influence on the way of doing business and the results thereof. The aim of the research is to define the influence of CSR on the company brand in the case of HEP d.d. Modern information technologies provide stakeholders with readily available information, and entrepreneurs continuously strive to inform the public about their socially responsible performance and progress in this respect, in order to strengthen their own brand. HEP d.d. contributes and introduces the concept of social responsibility into its operations, which is reflected in its attitude towards employees, their health and safety at work, towards the environment and natural resources, towards the local community, partners, suppliers and consumers. The above assumptions ultimately have a positive impact on the success of the company's business and the strengthening of the brand. The paper proposes the following hypothesis: Introducing CSR in the operations of HEP d.d. has led to the strengthening of the company's brand. After the conducted research, using the methods of description, analysis and synthesis, classification, graphic methods as well as methods of description and proof, the above hypothesis was confirmed. Socially responsible behaviour improves the company's image and reputation, thereby strengthening the brand's position and business performance.