{"id":6959,"date":"2026-10-20T21:52:04","date_gmt":"2026-10-20T14:52:04","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/rebranding\/"},"modified":"2026-10-20T21:52:04","modified_gmt":"2026-10-20T14:52:04","slug":"rebranding","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/rebranding\/","title":{"rendered":"Rebranding"},"content":{"rendered":"

Rebranding is when a business changes one or more parts of its brand, such as the name, logo, colors, tagline, messaging or positioning, so that customers see it differently than before.<\/p>\n

What is rebranding?<\/h2>\n

A new logo that looks nicer while customers understand the brand exactly as they did before is a brand refresh. Rebranding usually reaches into the strategy behind the brand as well.<\/p>\n

Three levels of change<\/h2>\n\n\n\n\n\n\n\n
Level<\/th>\nWhat changes<\/th>\nRisk<\/th>\n<\/tr>\n<\/thead>\n
Refresh<\/td>\nFine-tuning the logo, fonts, colors and packaging. Name and positioning stay the same<\/td>\nLow, customers still recognize the brand<\/td>\n<\/tr>\n
Identity rebrand<\/td>\nA new brand identity<\/a> system and tagline, possibly a new brand personality<\/td>\nMedium, customers need time to get used to it<\/td>\n<\/tr>\n
New name or new positioning<\/td>\nNew name, new target customers, new category<\/td>\nHigh, part of the awareness built up so far is lost<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

When should you rebrand?<\/h2>\n

Good reasons usually come from changes inside the business itself:<\/p>\n