Rebranding
Rebranding revises strategic or expressive elements of a brand to respond to a new situation
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can affect positioning, name, identity or architecture. It should justify what needs to change and what recognition is worth preserving. Changing the logo without addressing the underlying problem can produce visual novelty without improving the brand.
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