Rebranding partially or completely transforms a brand's identity — name, logo, colors, tagline, or overall strategy. It's a significant strategic decision with major implications.
Reasons include fixing negative perceptions, entering new markets, post-merger integration, or modernizing an outdated image. Facebook became Meta, GoldStar became LG, and Dunkin' Donuts simplified to Dunkin'.
Successful rebranding preserves existing customer goodwill while attracting new audiences. It requires careful planning, clear communication, and gradual implementation to avoid confusing loyal customers.