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

In the meantime, Welch is hoping to rebrand what people have come to associate her name with in order to move away from the crypto disaster and her original viral origin. —Larisha Paul, Rolling Stone, 5 May 2025

Harvard’s decision to rebrand its DEI office follows similar reorganizations at government agencies, schools and companies across the country amid Trump’s crackdown on such programs. —Karina Tsui, CNN Money, 29 Apr. 2025

Harvard’s decision to rebrand its DEI office follows similar reorganizations at government agencies, schools and companies across the country amid President Donald Trump’s crackdown on such programs. —Cnn.com Wire Service, Mercury News, 29 Apr. 2025

The issues surrounding her brand launch – and various attempts to rebrand – only serve to further that impression. —Stephanie Nolasco, FOXNews.com, 24 Apr. 2025

Word History

First Known Use

1895, in the meaning defined above