Rebranding, an English term, generally involves a more or less significant redefinition of a brand, which may or may not include a name change. Depending on the scope and nature of the desired change, the rebranding process can involve various elements such as: modifying the brand name, adapting its logo, adjusting its positioning, revising advertising campaigns, and so on. Generally, rebranding is often accompanied by a complete overhaul of the brand’s visual identity.

A concrete example of rebranding is that of the Galeries Lafayette brand. Brand specialists share the behind-the-scenes details of this repositioning process.