Rebranding

Rebranding is a process where a company changes significant parts of its brand, from name and visual identity to values and positioning. It can range from a light update of logo and colours to a complete new narrative. The purpose is often to reach a new market, repair a weakened reputation, or reflect a changed business.

An online store expanding from one product category to several might go through a rebranding so the name no longer ties the store to its original niche.