Rebranding

Part of speech: noun

Definitions

1. The process of changing the corporate image of an organization involves creating a new name, term, symbol, design, or combination of these elements to enhance its market appeal
2. A strategic effort to improve a company's reputation through a transformation of its brand, which may include modifications to its visual identity, messaging, or market positioning
3. The act of altering an existing brand’s identity or perception to attract a new audience or better resonate with current consumers, often through updated logos, marketing strategies, or product offerings

Etymology: "Brand" is one of the oldest words in English, originally meaning a piece of burning or burned wood. Its Old English ancestor "brand" referred to a torch or a sword, and the sense of marking goods with a hot iron came later, which is how a fiery stick turned into a commercial identifier. "Rebrand" is simply "re-" attached to that root: to brand again, to mark something anew with a different identity. The prefix "re-" comes from Latin, where it meant "back" or "again," and it reached English through Old French, which is why the same little syllable turns up in so many everyday verbs. Combining it with "brand" produces a plain, transparent formation, and the sense of changing a company's image rather than physically stamping cattle or casks emerged as the word was applied to commerce.

Synonyms: repositioning, relabeling