The character a company seeks to establish for itself in the mind of the public, reinforced by consistent use of logos, colours, typefaces and so on.

In marketing, a corporate identity is the ‘character’ of a corporation, which is engineered to ally with and aid development of business objectives. It is commonly visibly communicated by branding and the use of trademarks and logos.

See also:
Brand Mapping
Trademark
Logo
Corporate reputation
Business Plan
Business Strategy