Rebranding is the process of changing a company's current brand image, which may include altering the business name, logo, brand colors, and other structural parts of the company's identity. Successful rebrands typically stem from strategic imperatives such as repositioning in evolving markets, distancing from negative associations, or reflecting expanded offerings rather than merely aesthetic refreshes. The process requires comprehensive stakeholder research, clear articulation of the new brand positioning, and careful implementation across all touchpoints—from digital assets to physical locations. Companies must balance maintaining recognition among existing customers while signaling meaningful change, often through phased rollouts that include internal alignment before external launch to ensure consistent delivery of the new brand promise.
