Rebranding is the marketing practice of launching a new name, term, symbol, design, or combination thereof for an established brand with the intention of developing a new, differentiated position in the minds of the company’s stakeholders. Rebranding purposes and means can therefore vary. The purpose is to signal to the stakeholders that something about the company has changed, as the prefix re implies a change between an initially formulated corporate brand and a new formulation. While a slight modification in the marketing aesthetics may be called rebranding, the terminology usually implies a more radical change in the positioning and marketing aesthetics, symbolized by a change of name. For the latter, rebranding carries a high level of reputational risk. The next sections detail the rationale, challenges, ...