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

Legal observers, however, say such arrangements can allow owners to simply rebrand, while the owners remain profitably on the property deed. — Jakob Rodgers, Mercury News, 25 June 2026

Many organizations are retaining older workers longer and attempting to rebrand manufacturing careers. — Sk Gupta, Forbes.com, 25 June 2026

In 1988, Michael Dukakis tried to rebrand himself as a tough military man using a photo opp with a tank—to disastrous results. — Erin Vanderhoof, Vanity Fair, 17 June 2026

Talarico can't rebrand his progressive politics with barbecue Democrats are hell-bent on flawed Platner. — Nicole Russell, USA Today, 4 June 2026

Word History

First Known Use

1895, in the meaning defined above