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

During the Biden administration, HSI took steps to rebrand itself and set up its own website to try to distinguish its work from deportations. —Andy Rose 19 Hr Ago, CNN Money, 9 Nov. 2025

After building a career on provocation, he's managed to rebrand as the right’s voice of reason. —Newsweek Staff, MSNBC Newsweek, 8 Nov. 2025

The president also is working to rebrand his signature new law, which delivered a slew of tax cuts and slashed programs such as Medicaid, and promote an aggressive tariff program that many voters view with skepticism. —Joey Garrison, USA Today, 6 Nov. 2025

The cable news network MSNBC will rebrand as MS NOW starting November 15. —Bill Goodykoontz, AZCentral.com, 6 Nov. 2025

Word History

First Known Use

1895, in the meaning defined above