I was doing some research online last night and I stumbled on a definition of corporate branding that was so succinct that it must have taken 3 years wordsmith.  You can find it at http://www.ccgir.com/?q=node/7

"Corporate branding is more than the practice of creating a positive collective perception of a company based on a consumer's experience with its products and/or services, advertising campaigns, or tradeshows. The best branding also communicates value such as quality-consciousness, reputation, and vision. In aggregate, these elements influence a consumer's rational and emotional perception of a particular brand, carve out specific market niche, generate produce and brand of integrity, and build brand loyalty. A strong and successful corporate brand is an asset to a company far beyond actual sales numbers, but requires careful strategic management to yield maximum benefit.