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

John Oliver was in Erie, Pennsylvania over the weekend to rebrand the city’s minor league baseball to the Moon Mammoths. —Peter White, Deadline, 20 July 2025

The show tried to put her romantically link her to Sonny Corinthos (Maurice Benard) to rebrand the character. —Carson Blackwelder, People.com, 30 June 2025

Noem, who co-chairs the council, told members the goal was to maintain the core responsibilities of FEMA but slim it down and rebrand it with a new name. —Alex Harris, Miami Herald, 28 May 2025

Step 7: Reinforce Without Reinventing Avoid the temptation to rebrand the message every time a new initiative launches. —Vibhas Ratanjee, Forbes.com, 25 July 2025

Word History

First Known Use

1895, in the meaning defined above