rebranding
noun [ U or S ] business specialized uk/ˌriːˈbræn.dɪŋ/ us/ˌriːˈbræn.dɪŋ/
给（机构，公司，产品等）重塑形象
the act of changing the way that an organization, business company, or product appears to the public
a major corporate rebranding 大规模的公司形象重塑活动
As a part of the rebranding process they hoped to reposition the brand as the "original" travel company. 作为重塑形象的一部分，他们希望把公司重塑为“原创性”的旅游公司。