Rebrands

Part of speech: verb, noun

Definitions

1. To update the image and identity of a business or product, often through strategic marketing efforts; to shift the branding components to better connect with a target audience; to renew or reshape the public perception of a brand through design and messaging adjustments
2. To alter the visual identity or marketing approach of a business or product to appeal to customers in a new way
3. To revise the design elements and public image associated with a product or company in order to refresh its appeal

Etymology: "Rebrands" is the third-person singular present and plural form of the verb "rebrand," so its story is really the story of "rebrand" itself. The root "brand" is one of the oldest words in English, going back to Old English "brand," meaning a piece of burning wood or a torch, and its sense of a mark burned into livestock or goods came later. The "re-" prefix, borrowed through Old French from Latin "re-," means "again" or "back," so a rebrand is literally a second branding. The earlier sense of "brand" as a fire or torch is what gives the modern term its physical picture: a company stamping its identity onto a product again, much as a rancher once burned a mark onto a herd.

Synonyms: renames, relabels, repackages, refreshes, relaunches

Antonyms: disbrands, debrands