Although rebranding yourself is not a task to take on lightly–consider bringing in a marketing company to aid you in a smooth transition–it can be beneficial for your company. If your current branding attempts are not reaching your intended market or are portraying your image poorly, or if you need to make a break from the stigma of previous branding campaigns (like the Tampa Bay Rays), tweaking your marketing strategy or altering it completely might be a prudent choice.

From American Gangster (2007):

“Brand names mean something. Consumers rely on them to know what they’re getting. They know the company isn’t going to try to fool them with an inferior product. They buy a Ford, they know they’re gonna get a Ford. Not a Datsun. Blue Magic is a brand name; as much a brand name as Pepsi. I own it. I stand behind it. I guarantee it and people know that even if they don’t know me any more than they know the chairman of General Mills.”