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

As Tesla loses global market share, Musk has been trying to diversify Tesla away from its EV roots and rebrand it as more of an AI, robotics and robotaxi company. —Los Angeles Times, 6 Feb. 2026

The investment firm would later rebrand as Blockchain Capital and become one of the most prominent investors in the crypto industry. —Ben Weiss, Fortune, 6 Feb. 2026

Trump’s handpicked board members then voted to rebrand the center to include his name. —E. Andrew Taylor, The Conversation, 4 Feb. 2026

Senate Bill 706 proposes to rebrand Palm Beach Airport in the name of our president and also gives the state the power to do similar with every major airport. —Letters To The Editor, The Orlando Sentinel, 31 Jan. 2026

Word History

First Known Use

1895, in the meaning defined above