Abstract
In the conditions of the circular economy, when there is a vigorous movement for the preservation of ecology in the world, the principles of compliance with the requirements of social and environmental responsibility of doing business are among the most important principles of forming a competitive brand.Science has proven that if most of the industries behind certain companies do not reduce emissions, humanity will experience very negative consequences in a few decades. Social responsibility is the enterprise's concern for the environment, health, education, ecology, sports, etc. The formation and positioning of the brand is created on the basis of a certain methodical approach. Methodical approach is based on provisions and principles. Such provisions and principles can be sustainability of competitive advantage, environmental and social responsibility, marketing activity, etc
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