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

Organizations looking to leverage agentic AI to accelerate their analytics efforts need to be careful not to fall for plain generative AI that rebrands itself as agentic. —Alon Goren, Forbes.com, 24 June 2025

Fentress Architects, which has designed more than $52 billion of architectural landmarks worldwide, will rebrand as Fentress Studios, a Populous Company, with the studios continuing to be based in Denver and Washington D.C. —Sportico Staff, Sportico.com, 13 June 2025

The end of the latest MCU movie renames itself *The New Avengers during the credits, and the stars have been helping officially rebrand the film a few days after its release. —Sydney Bucksbaum, EW.com, 6 May 2025

In response, Lee’s campaign has sought to rebrand his political image. —Jong Eun Lee, The Conversation, 29 May 2025

Word History

First Known Use

1895, in the meaning defined above