Rebrandiranje je alat kojim se mnoge tvrtke koriste tijekom svoga poslovnog djelovanja. Iako je koristan i funkcionalan alat, mora se pažljivo koristiti kako bi se dobili zadovoljavajući rezultati. Prije samoga ulaska u pojam rebrandiranja, važno je upoznati se sa samim brendom. Koju ulogu brend ima u korporativnom sektoru i od kakve je on važnosti za potrošače. Bitno je uvidjeti nematerijalnu vrijednost brenda i njegovu ulogu u modernom poslovanju. Tek kada se razumije kompleksna narav brenda, može se razmišljati o rebrandiranju. Kompleksan proces koji se u korporativnom sektoru koristi za bijeg od lošeg imidža, održavanje konkurentske prednosti, praćenje trendova i mnoge druge situacije u kojima je rebrandiranje jedino pravo ili zadnje rješenje.

Rebranding is a tool used by a number of companies during their lifespan. Although rebranding is a highly useful tool, it needs to be carefully used in order to produce satisfying results. Before delving into the subject of rebranding, it's important to understand the brand itself. What role does the brand play in the corporate sector and how important it is to the customers. It's crucial to understand brand equity, brands intangible value and it's role in modern business. When the entirety of brands complex nature is understood it's easier to make more sense of rebranding. A complex process, used in corporate sector to run away from bad image, to keep the competitive advantage, to keep up with trends in the corporate sector and many other situations in which rebranding is the only and the last solution.