rebrand

verb

re·​brand (ˌ)rē-ˈbrand 

rebranded; rebranding; rebrands

transitive verb

: to change or update the brand or branding of (a product, service, etc.)

After the original app Picaboo failed to gain traction in 2011, they rebranded the app as Snapchat and added the captioning feature.

—Madeline Purdue

Rebranding a company with a troubled history, or renaming a product with unfortunate associations, is often a necessary act of self-protection.

—Jeffrey Goldberg

broadly : to publicly refer to or describe (someone or something) in a new or different way

After France declined to support the U.S. invasion of Iraq in 2003, George W. Bush supporters … tried to rebrand French fries as "freedom fries."

—Eve Peyser

… recommended last month that it was time to "rebrand" Britain as "one of the world's pioneers rather than one of its museums."

—Warren Hoge

rebranding noun

plural rebrandings

The emergence of the Tea Party, Boehner says, forced upon Republicans, in one cycle, a rebranding that otherwise might have taken the Party a generation to achieve.

—Peter J. Boyer

Examples of rebrand in a Sentence

Recent Examples on the Web

Many companies feel pressure to rebrand as their industry changes. — Nathan Rice, Forbes.com, 8 Sep. 2026

InBank branches are expected to rebrand to FNBO in the second half of 2027. — Thomas Gounley, Denver Post, 4 Sep. 2026

Pattaya has tried with some success to rebrand itself as a family destination, with parks, malls and luxury resorts largely in surrounding areas that attract large numbers of Thais and visitors from other Asian nations. — ABC News, 2 Sep. 2026

Both Governor Bill Lee and the Metro Nashville Airport Authority (MNAA) are aligned on a proposal to rebrand the Music City hub (airport code BNA) in honor of Parton, with a September 17 meeting scheduled to plan the next steps. — Daniel Kreps, Rolling Stone, 29 Aug. 2026

Word History

First Known Use

1895, in the meaning defined above