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re- +‎ brand


  • (verb) IPA(key): /ɹiːˈbɹænd/
  • (file)
  • (noun) IPA(key): /ˈɹiːbɹænd/
  • (file)


rebrand (third-person singular simple present rebrands, present participle rebranding, simple past and past participle rebranded)

  1. (originally marketing) To change the brand name, logo, or image of a product or company.
    Acme Co. is trying to rebrand their line of toasters under the Bewidget name.
    • 2009 October 17, Bono, “Rebranding America”, in The New York Times[1], ISSN 0362-4331:
      Many have spoken about the need for a rebranding of America. Rebrand, restart, reboot.
    • 2021 June 14, Mark Landler, “Boris Johnson’s ‘Global Britain’ Makes Shaky Start at G7 Summit”, in The New York Times[2], ISSN 0362-4331:
      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.


rebrand (plural rebrands)

  1. A change to the brand name, logo, or image of a product or company.
    Synonym: rebranding
    Management decided it was time for a complete rebrand.
    • 2015 May 22, Jason Hartley, “Lib Dems don't need a rebrand - they need to reconnect to their existing brand”, in The Guardian[3]:
      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 July 6, Lottie O'Conor, “Presenteeism over productivity: why flexible working needs a rebrand”, in The Guardian[4]:
      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”.
    • 2016, “Collegiate Athletic Rebranding”, in Journal of School Public Relations, volume 37, number 2, Rowman & Littlefield, →ISBN, ISSN 0741-3653, page 264:
      Before engaging in a rebrand, it is important to consider how a rebrand can and will influence loyal consumers, fans, students, and alumni.

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