Rebrand

Part of speech: verb

Pronunciation: /ɹiːˈbɹænd/

Definitions

1. To alter the identity or image of a brand, including its name, design, or marketing approach
2. To update or transform the public perception and presentation of a company or product
3. To modify the brand's visual or promotional elements to reflect a new strategy or direction

Etymology: "Rebrand" is a simple formation: the prefix "re-", meaning "again" or "anew", attached to "brand", a word that goes back to Old English "brand" (a burning piece of wood, later a mark burned onto something, such as a sign of ownership on livestock). The sense of a mark used to identify a product or maker came later, and "brand" gradually took on its commercial meaning, so "rebrand" describes giving an existing product or organisation a new identity. The prefix "re-" traces back through Latin, where "re-" meant "back" or "again", to a much older root shared with words across the Italic languages. It entered English through Old French, which had its own "re-" prefix, and "rebrand" is a modern compound built from these familiar parts, so it needs no special story beyond that.

Synonyms: rename, refresh, reposition, relabel, revamp

Antonyms: maintain, retain, preserve, keep, continue