brandwash

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English[edit]

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Verb[edit]

brandwash (third-person singular simple present brandwashes, present participle brandwashing, simple past and past participle brandwashed)

  1. (pejorative) To alter or completely change a brand in an attempt to alter the perception of the brand or company. Usually a superficial alteration is involved, such as a name change, different colours, etc.
    Renaming Connex trains in Melbourne is simple a brandwash as the issues of decaying rolling stock and infrastructure, of which the state government is responsible for, persist.

Usage notes[edit]

The use of this word is referring to a situation where negative publicity has occurred and the creators are keen to distance the organisation from the negatives, especially when the money and effort required for the transition would be better spent actually fixing the existing problem.