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

Widely known for its short-term, interest-free financing products, Klarna has attempted in recent months to rebrand itself as more of a digital retail bank. —Ryan Browne, CNBC, 10 Sep. 2025

Both projects are part of a broader push to rebrand the face of the Middle East for global travel, luxury tourism and foreign investment, seeking to move away from reliance on oil revenues. —Amira El-Fekki‎, MSNBC Newsweek, 8 Sep. 2025

Trump last week signed an executive order to rebrand the Defense Department as the Department of War. —Brett Samuels, The Hill, 8 Sep. 2025

Vance has emerged as a spokesman for the law, traveling the country in an effort to rebrand it after critics framed it as a giveaway to the wealthy. —Jessie Opoien, jsonline.com, 29 Aug. 2025

Word History

First Known Use

1895, in the meaning defined above