# Rebranding: what it is and how it works · Zorraquino
> Rebranding revises strategic or expressive elements of a brand to respond to a new situation.
URL: https://www.zorraquino.com/en/dictionary/rebranding

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand](https://www.zorraquino.com/en/dictionary/branding/brand.html)
- [Branding](https://www.zorraquino.com/en/dictionary/branding/branding.html)
- [Brand identity](https://www.zorraquino.com/en/dictionary/branding/brand-identity.html)
- [Brand audit](https://www.zorraquino.com/en/dictionary/brand-audit)