Browse Definitions :
Definition

rebranding

Rebranding is the creation of a new look and feel for an established product or company. The usual goal of rebranding is to influence a customer's perception about a product or service or the company overall by revitalizing the brand and making it seem more modern and relevant to the customer's needs.

There are many other reasons a business might want to present a different brand image. Possibilities include repositioning the company and vision to reflect a change of focus, setting the company apart from its competitors, updating the corporate image to appeal to a younger market, expanding the business scope, and reflecting a significant merger or acquisition. Companies sometimes want to present a new image for reputation management, to distance themselves from problems of the past. Another purpose of rebranding is to exploit the popularity of some current trend, such as green computing (see: greenwashing).

Rebranding efforts may include a name change, a new logo or packaging and updated marketing materials that include the latest industry buzzwords.

 

This was last updated in August 2016

Continue Reading About rebranding

SearchNetworking
  • throughput

    Throughput is a measure of how many units of information a system can process in a given amount of time.

  • traffic shaping

    Traffic shaping, also known as packet shaping, is a congestion management method that regulates network data transfer by delaying...

  • open networking

    Open networking describes a network that uses open standards and commodity hardware.

SearchSecurity
  • buffer underflow

    A buffer underflow, also known as a buffer underrun or a buffer underwrite, is when the buffer -- the temporary holding space ...

  • pen testing (penetration testing)

    A penetration test, also called a pen test or ethical hacking, is a cybersecurity technique that organizations use to identify, ...

  • single sign-on (SSO)

    Single sign-on (SSO) is a session and user authentication service that permits a user to use one set of login credentials -- for ...

SearchCIO
  • benchmark

    A benchmark is a standard or point of reference people can use to measure something else.

  • spatial computing

    Spatial computing broadly characterizes the processes and tools used to capture, process and interact with 3D data.

  • organizational goals

    Organizational goals are strategic objectives that a company's management establishes to outline expected outcomes and guide ...

SearchHRSoftware
  • talent acquisition

    Talent acquisition is the strategic process employers use to analyze their long-term talent needs in the context of business ...

  • employee retention

    Employee retention is the organizational goal of keeping productive and talented workers and reducing turnover by fostering a ...

  • hybrid work model

    A hybrid work model is a workforce structure that includes employees who work remotely and those who work on site, in a company's...

SearchCustomerExperience
Close