rebranding

rebrand re‧brand [ˌriːˈbrænd] also re-brand verb [transitive]

MARKETING if a company rebrands a product or service, it tries to change the way that people think about it, often by changing its name or the way it is advertised:

• The merged company would probably rebrand its gas stations.

— rebranding noun [singular, uncountable] :

• A spokesman for the company said the rebranding would unite its 140 existing brands.

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rebrand UK US /ˌriːˈbrænd/ verb [I or T] MARKETING

► if a company rebrands itself or a product or service that it provides, it creates a new name or image for it, often to try to change the way that people think about it: »

The group intends to rebrand all its stores in three months.

rebrand sth as sth »

Forte rebranded its Grand Hotels as Meridiens.

rebrand as sth »

The station rebranded as Talksport at the start of the year.

rebrand noun [C]

► »

An attempted rebrand nine years ago was a disaster.

rebranding noun [U]

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The rebranding is a vital part of attempts to change the company culture.