Rebrand

Rebrand is the strategic process of evolving or redefining a brand’s identity, positioning, or messaging to better reflect new goals, audience expectations, or market realities. Rebranding can involve changes to the name, visual identity (logo, color, design), verbal identity (messaging, tone), positioning, or cultural narrative. Companies rebrand to stay relevant, shift markets, differentiate from competitors, recover from negative perception, or align with new business direction. Wikipedia