Editing Rebranding (section)

{{Short description|Marketing strategy}}
[[File:Jackson Hole Air Line Diner 69-35 Astoria Blvd jeh.jpg|thumb|Air Line Diner, partially rebranded as Jackson Hole Diner]]
{{Brand Management}}

'''Rebranding''' is a [[marketing strategy]] in which a new name, term, symbol, design, concept or combination thereof is created for an established [[brand]] with the intention of developing a new, differentiated identity in the minds of [[consumer]]s, [[investor]]s, [[Competition (economics)|competitor]]s, and other [[Stakeholder (corporate)|stakeholder]]s.<ref name="autogenerated803">{{cite journal |author1=Muzellec, L. |author2=Lambkin, M. C. |year=2006 |title=Corporate rebranding: destroying, transferring or creating brand equity? |journal=European Journal of Marketing |volume=40 |issue=7/8 |pages=803–824 |url=http://www.slideshare.net/LaurentMuzellec/corporate-rebranding-transfr |via=[[SlideShare]] |doi=10.1108/03090560610670007|url-access=subscription }}</ref> Often, this involves radical changes to a brand's [[logo]], name, legal names, image, marketing strategy, and [[advertising]] themes. Such changes typically aim to [[positioning (marketing)|reposition]] the brand/company, occasionally to distance itself from negative [[connotation]]s of the previous branding, or to move the brand [[Luxury goods|upmarket]]; they may also communicate a new message a new [[board of directors]] wishes to communicate.

Rebranding can be applied to new products, mature products, or even products still in [[new product development|development]]. The process can occur through a change in marketing strategy or in various other situations such as [[Chapter 11, Title 11, United States Code|Chapter 11]] corporate restructuring, [[union busting]], or [[bankruptcy]]. Rebranding can also refer to a change in a company or corporate brand that may own several sub-brands for products or companies.