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

The company’s stock sunk quickly after the deal and the price remained depressed during three years of cutbacks, writeoffs, rebrands and redos. —Ted Johnson, Deadline, 20 Nov. 2025

NewJeans also attempted to rebrand to NJZ in an effort to work around their exclusivity deal with Ador; however, a Seoul court ruled that the group had failed to prove significant negligence on the part of the label. —Walden Green, Pitchfork, 13 Nov. 2025

Field & Stream will rebrand Outdoor America under its new name and develop original series and special programming, which could include some of its celebrity backers. —Hadley Hitson, Nashville Tennessean, 12 Nov. 2025

Winn-Dixie rebrands with a Florida focus. —Miami Herald Archives, Miami Herald, 12 Nov. 2025

Word History

First Known Use

1895, in the meaning defined above