In marketing, Rebranding is the creation of a new name, term, symbol, design, or combination thereof for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors.
Far from just a change of visual identity, rebranding should be part of an overall brand strategy for a product or service.
This may involve radical changes to the brand's logo, brand name e.g.orphan initialism, image, marketing strategy, and advertising themes. These changes are typically aimed at the repositioning of the brand/company, sometimes in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand upmarket. However, the main reason for a re-brand is to communicate a new message for a company, something that has evolved, or the new board of directors wish to communicate.
Rebranding can be applied to new products, mature products, or even products still in development. The process can occur intentionally through a deliberate change in strategy or occur unintentionally from unplanned, emergent situations, such as a "Chapter 11 corporate restructuring," "union busting," or "bankruptcy."
Read more about Rebranding: Corporate Rebranding, Potential Reasons For Corporate Rebranding, Product Rebranding, Small Business Rebranding