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

But the country’s manufacturing decline — as well as numerous environmental challenges, such as a string of fires at the harbor facility — has diminished Schnitzer’s revenue, partly leading the company to rebrand as Radius Recycling in 2023. —Shomik Mukherjee, Mercury News, 8 Mar. 2026

MultiChoice has already started to quietly rebrand Showmax Originals as Africa Magic, M-Net, kykNET and Mzansi Magic Originals, with original series that will transition to these various DStv linear TV channels on MultiChoice pay-TV platform. —Thinus Ferreira, Variety, 5 Mar. 2026

Molina wanted to rebrand Sidecca with a new logo, bags and art, and connected with Bolding about that and a possible mural inside the store. —Solvej Schou, Los Angeles Times, 3 Mar. 2026

Hegseth has been a vocal critic of Scouting's 2019 decision to admit girls and later to rebrand as Scouting America. —Graham Smith, NPR, 26 Feb. 2026

Word History

First Known Use

1895, in the meaning defined above