rebrand

British  

/ riːˈbrænd /

verb

1. (tr) to change or update the image of (an organization or product)

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Explanation

In business, to rebrand is to change the way customers see a product or company by changing logos, names, or designs. If your pet-sitting service isn't attracting much interest, you might want to rebrand it. You could change the name from "Dylan's Dogs" to "Pawsitively Purrfect Pets," and design a new website. You'd be taking a tired old brand and giving it an update so potential customers see it in a new light. Companies also rebrand themselves to shift the way they're perceived, like McDonald's did by adding salad, fruit, and milk to their menu and ending "supersize" options.

Example Sentences

Rebrand liverwurst as pâté, however, and suddenly many more people's yummy detectors light up.

From Salon • Aug. 27, 2022

Rebrand: Victoria’s Secret will swap Angels for “what women want.”

From New York Times • Jun. 17, 2021

The organization Rebrand Washington Football issued a statement saying it “applauds” Monday’s move.

From Washington Post • Jul. 13, 2020

Rebrand: If you can't shift a poor reputation, the answer could be to ditch your name and rebrand yourself.

From BBC • Jan. 4, 2014

Rebrand the continent as a success, the message goes, and all will be well.

From Time Magazine Archive