Rebrander

Part of speech: noun

Definitions

1. One who or that which changes the brand, identity, or image of a product, company, or service in order to alter its public perception
2. An individual or entity responsible for modifying the branding elements of an item, business, or organization to create a new or updated market appeal
3. A person or tool engaged in redesigning or renaming a product, service, or company to refresh its identity and influence consumer recognition and preferences

Etymology: The word is a plain formation: the verb "rebrand" with the agent suffix "-er" attached, giving a noun for someone or something that performs the rebranding. The suffix does the same job it does in "writer" or "baker," so there is no hidden twist in the construction. The verb it rests on, "rebrand," is itself built from "re-" meaning again, plus "brand," which in English once meant a mark burned onto livestock or goods to show ownership and later came to mean a product's name, logo, and image. Rebranding therefore means giving something a new mark of identity, and a rebrander is the agent of that new mark. Used in a business context, the noun covers both people and things: a consultant, an agency, or a team can be a rebrander, and so can a campaign or a new name that changes how a company is seen.

Synonyms: renewer, relabeler, repacker, reviser