Conceptual Framework on Corporate Branding

Corporate branding can be described as the process of creating, nurturing and sustaining a mutually rewarding relationship between a company and its internal and external stakeholders including managers and other employees of the company, customers, investors, suppliers, corporate partners, members of the local community, and special interests like activists. Corporate brand is a product of millions of experiences a company creates-with employees, vendors, investors, reporters, communities, and customers-and the emotional feelings these groups develop as a result. A strong corporate brand creates, manages, and fulfills high expectations among its many audiences. In corporate branding, all the products across the businesses will carry the corporate name. For instance, Sony might be considered the ultimate corporate endorser with its name firmly attached to everything from its DVD to the Play Station. Companies have recognized the power of corporate branding as a business strategy in India. This study explores the insights in to Concepts of Corporate branding with showing light on successful stories of corporate brands in Indian and global context. . This study also evaluates the ACID frame work for developing corporate image for marketers