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

Hans Pfister, co-founder of Cayuga Collection, a group of sustainable boutique lodges in Central America, is working to rebrand Costa Rica’s rainy season (May-November) as wildlife season. —Jen Murphy, Condé Nast Traveler, 22 Apr. 2026

Shares of the company skyrocketed more than 800% at one point on Wednesday after the firm detailed shocking plans to rebrand as NewBird AI and shift toward compute infrastructure. —Leonie Kidd, CNBC, 17 Apr. 2026

The new name will be temporary until the organization permanently rebrands itself. —Kamal Morgan, Fort Worth Star-Telegram, 15 Apr. 2026

Roseville’s Northern California Dance Conservatory, at 920 Reserve Drive, Suite 110, will rebrand after owner Jen Bradford retires. —Nicole Buss, Sacbee.com, 6 Apr. 2026

Word History

First Known Use

1895, in the meaning defined above