rebranding

verb

1. (form-of, gerund, participle, present)present participle and gerund of rebrand

noun

1. The association of a new brand, trademark, image, or appearance with a product or service.

   “The frequent rebrandings of the product have confused some customers.”

   “A dictionary on historical principles is one that is modelled on the Oxford English dictionary. In fact, before undergoing rebranding, the original title of the now-familiar Oxford English dictionary was A new English dictionary on historical principles.”