Brands are the most important asset of a company as they represent its identity and image. Their rise is not a recent phenomenon, but today they have an essential role in business. The reason for that is the strong image they call up in consumers´ minds. Thus branding is an integral part in the success of the brand. Obviously, brand can be managed in many ways, but the most important thing is to establish a meaning of the brand that is relevant and valuable to consumers. Creating the image of the brand that stands out certainly help achieve that. In addition, CSR (CSR - Corporate Social Responsibility) is a relatively recent phenomenon which is gaining in popularity worldwide, and therefore is used more and more by companies as a tool for achieving competitive advantage and capturing market share. The purpose of this paper, in respect to that, is to show how well-thought brand management and efficient implementation of CSR can allow company to achieve success on the market and be competitive. For this aim, the case of struggling Croatian SMEs (SME(s) – Small and Medium Enterprise(s) as presented by the case of company “IGO-MAT” is taken, however with the mention of other companies as well. The paper is strictly theoretical, with data used from books, articles but also from internal interview with the owner of the company “IGO-MAT”. Conclusion of the paper is that CSR and brand management do help companies in being competitive and succeeding on the market as is evidently shown on the case of Croatian SMEs, especially “IGO-MAT” and results support that as companies in question did in fact succeed in the market.
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