What does rebrand mean?
Rebrand means to give an existing product, organization, service, or other entity a new public identity. In marketing and business, the change may involve a new name, logo, design, message, or market position, and it is often intended to refresh perceptions or reach a different audience. The verb is widely used in corporate communications, retail, technology, entertainment, and nonprofit communications. As a noun, a rebranding refers to the process or result of making that change. Rebranding does not necessarily mean that the underlying product or organization has changed substantially; even a visual and verbal identity can be enough to create a noticeably different public image. The term is related to, but more specific than, relaunching, since a relaunch may chiefly emphasize the return of an existing product or service rather than a new identity.
To change or refresh the name, visual identity, messaging, or public positioning of an existing product, organization, or service.
"The restaurant rebranded itself to appeal to a younger clientele."
Often used in business, marketing, design, and media contexts. It can imply a strategic change in how an entity is perceived.
An act of changing or refreshing the brand identity of an existing product, organization, or service.
"The redesign was accompanied by a complete rebrand."
This noun form is especially common in discussions of business strategy, marketing, and visual design.
The plural is used for separate acts of rebranding.
"The company has undergone several rebrands as its market position has changed."
A rebrand can make an old product feel entirely new without changing the product itself.
Reviewed by Deb Chak, Editor. AI-assisted content curated by RJS Tech Solutions LLP.
Where does rebrand come from?
Rebrand was formed in English by combining the prefix re-, meaning again or anew, with brand. The word brand itself comes through Middle English from Old Norse brandr, meaning a firebrand or torch, and was later applied to a mark or identifying sign placed on goods and containers. The modern sense of brand as a commercial name or identity developed in the 19th century, while rebrand is a 20th-century formation associated with business and marketing.
Related word forms
How rebrand is actually used
Rebrand is primarily a business and marketing term. It often implies more than simply changing a name: a logo, messaging, design, or public identity may also be updated. The noun form is less common than the verb but is established in business and design contexts.
Easily confused with rebrand
Rebranding changes how a product or organization is presented and identified, whereas repackaging primarily changes its packaging or arrangement.