Definition of "rebrand"

Many have spoken about the need for a rebranding of America. Rebrand, restart, reboot.

2009 October 17, Bono, “Rebranding America”, in The New York Times‎

The latter issue dramatizes the long shadow Brexit is casting on Mr. Johnson’s effort to rebrand Britain as a vital player on the global stage.

2021 June 14, Mark Landler, “Boris Johnson’s ‘Global Britain’ Makes Shaky Start at G7 Summit”, in The New York Times‎

Gaining a new headcode, it is then rebranded as the 2103 Carmarthen-Fishguard Harbour - a place I'd never visited by rail.

2022 November 2, Paul Bigland, “New trains, old trains, and splendid scenery”, in RAIL, number 969, page 59

Typically, a rebrand is either a fundamental change of the core ideology of everything you are, or at a more pithy level, a change in how you visually manifest that core idea.

2015 May 22, Jason Hartley, “Lib Dems don't need a rebrand - they need to reconnect to their existing brand”, in The Guardian‎

There are a number of issues here. First up, non-traditional working practices need a major rebrand. We need to move away from the assumption that “working flexibly” means “working less”.

2015 July 6, Lottie O'Conor, “Presenteeism over productivity: why flexible working needs a rebrand”, in The Guardian‎

Before engaging in a rebrand, it is important to consider how a rebrand can and will influence loyal consumers, fans, students, and alumni.

2016, “Collegiate Athletic Rebranding”, in Journal of School Public Relations, volume 37, number 2, Rowman & Littlefield, page 264