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 into Concepts of Corporate Branding, focusing on successful stories of corporate brands in Indian and global contexts. This study also evaluates the Actual Communicated Ideal and Desired (ACID) framework for developing corporate image for marketers.

There are products, which people can touch and feel: soaps, watches, etc. Here, branding attempts to build a halo around the product; Services: airlines, hotels, mobile telephone operators, movie multiplexes, etc. What is real in all of these is the experience. It is not palpable, cannot be touched; but it is distinctive. Branding can embellish the experience of Service; and The most intangible is creating and embellishing a symbol, like a corporate brand. It's like a spirit, manifesting itself in distinct forms in different circumstances - like light - it cannot be touched or felt. `Experience' of light is really the reflection or image of an object. A corporate brand manifesting multiple product categories is a bit like that.

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. It does this by aligning the fundamentals of the business-products, service, processes culture and giving them a common rule book, a set of guidelines for making decisions. 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, special interests like activists.

Corporate Branding, Actual Communicated Ideal and Desired, ACID, Corporate branding strategy, Organizational culture , Organizational behavior, ACID Test, International Business Machines Corporation, IBM, Marketing Management, Integrated Systems Solutions Corporation , ISSC, Global corporate branding, Stakeholders.