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 Old Naperville Day rebrands this year, Pedigo said the intention is to recognize everyone in the area who has either volunteered with DuPagePads or benefitted from its services. — Carolyn Stein, Chicago Tribune, 6 Aug. 2026

The company initially operated under the name Carbon Pickle before a trademark dispute led Sulkar to rebrand it as CPX. — Jeff Fromm, Forbes.com, 6 Aug. 2026

From kosher burgers to viral pizza to big brasserie rebrands, buzzy restaurant newcomers are heading to South Florida later this summer and fall. — Phillip Valys, Sun Sentinel, 5 Aug. 2026

Its commission voted to rebrand as Arkansas TV at its meeting last December. — Bill Bowden, Arkansas Online, 25 July 2026

Word History

First Known Use

1895, in the meaning defined above