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 Max officially rebrands back to HBO Max, the streaming site is gearing up to release new movies and TV shows in July. —Monica Mercuri, Forbes.com, 30 June 2025

But Abu Shabab has recently tried to rebrand himself as a militia leader fighting Hamas and securing the delivery of food to Gazans, and has posted pictures of himself and his men armed and in uniform. —Daniel Estrin, NPR, 5 June 2025

Known for its branding work with State Farm Insurance, Beats by Dre and the Brooklyn Nets, Translation was paid $3.2 million for its efforts to rebrand the Big 12. —Daniel Libit, Sportico.com, 16 May 2025

Leave a comment View Comments With the designation, Pyongyang may now try to rebrand Paektu as a geotourism destination — promoting its natural wonders as well as Korean mythology. —Will Ripley, CNN Money, 15 Apr. 2025

Word History

First Known Use

1895, in the meaning defined above