Branding is a big buzzword in corporate marketing. Creating a distinct identity for your company in the marketplace is about more than getting the word out about your products or services. At its best, branding includes getting consumers to feel good about who you are as a company.

One way big-name corporations seek to garner consumer goodwill is by linking their brand to a philanthropic cause. Consider these companies:

• Home Depot promotes volunteerism and supports community projects such as refurbishing playgrounds and community centers
• Wal-Mart supports numerous community programs, from literacy councils to youth causes. Wal-Mart has a core value of giving back to the community
• Lee Jeans promotes Lee National Denim Day, which is the largest single-day fundraiser for breast cancer research, education, screening, and treatment
• ConAgra Foods has embraced the cause of combating child hunger. They have started after-school caf