In a market environment characterized by fierce competition, companies are forced to, increasingly, creating differences in order to survive or, as most expect, progress in this jungle that has become the medium of business. In this context, comes the social responsibility as an important practice that can be adopted to strategically position the brand in the market and strengthen corporate image. The general objective of this study is to demonstrate that the adoption of CSR practices can strengthen the brand, projecting a positive image of the corporation to its stakeholders. Through literature search was chosen Natura Company that will help evaluate the scope of this study. The methodology used is the literature and field research.