Marketing vocabulary of the week: 'rebranding'

Rebranding is the process of creating a new identity for an existing brand by changing the name, logo, image, etc. of the product.

Example usage (extract from an email to a client from a potential distributor; the email discusses how an olive oil producer might break into a new overseas market):

"We would probably need to carry out some significant rebranding and consider new packaging and labeling."

Taken from Cambridge English for Marketing, Unit 4 (International Customer Communications).