rebrande

Rebrande is a term that refers to the process of rebranding, which is the marketing strategy of changing the corporate image of an organization. This can involve altering a company's name, logo, design, brand message, and overall strategy. The primary goal of rebranding is typically to create a new, differentiated name, term, feature, or design for an established product, service, or organization.

Companies may choose to rebrand for a variety of reasons. One common driver is to shed a negative public perception or to move away from an outdated image. Rebranding can also be a response to a merger or acquisition, where the combined entity needs a unified identity. Additionally, a company might rebrand to appeal to a new target market, to reflect a change in its mission or values, or to simply modernize its appearance in a competitive landscape.

The process of rebranding can be extensive and costly, involving market research, creative development, and the implementation of new brand elements across all platforms, from signage and packaging to websites and marketing campaigns. A successful rebrand can revitalize a company, attract new customers, and foster renewed loyalty from existing ones. However, a poorly executed rebrand can confuse customers, alienate stakeholders, and damage the brand's equity. Therefore, rebranding is a strategic decision that requires careful planning and execution.