Rebranding - the combination of re and branding - denotes a branding event performed anew, that is, a change between an initially formulated brand and a new formulation. Building a successful brand is a long-term process; hence, any change can invalidate years of effort but can also transfer or create new brand equity. A change of name usually symbolizes a major, identifiable change, and in the literature, the name change variable is used as an identifier for rebranding. The concept is often narrowly used and termed renaming. Successful rebranding involves overhauling a company’s goals, mission, and culture, not just changing the name or logo. A decision to rebrand is often provoked by structural changes, particularly mergers and acquisitions. Other drivers include a change in the corporate strategy, a change in the external environment, and a change in the competitive position. Whatever the cause and scale, rebranding must be managed holistically and supported by all stakeholders, with particular attention given to employees’ reactions.