Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate iden.y and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as "national", schools of thought..The main purpose of this paper is to explore, define, reconcile and depict corporate iden.y CI , corporatend CB and corporate reputation CR in a framework that reflects the dimensions of these constructs, discriminates between them and represents their interrelatedness..The American Marketingociation defines a .nd as a, "name, term, design, symbol, or any other feature that identifies one seller 's good or service as distinct from those of other sellers." .nding is the foundation for setting your company apart from its compe.ors. It 's your company 's iden.y and DNA and encomp.es .More than just designing a logo, corporatending is laying the right foundation to ensure you 're targeting the right demographics from the beginning. Build your .nd before you start building company. iPartnerMedia helps companies create an iden.y and .nd consistently throughout their website, social media pages, .