| 释义 |
rebrand, v.
Brit. |ˌriːˈbrand|, U.S. |riˈbrænd|
[‹ re- prefix + brand v.]
1. trans. To brand with a hot iron for a second or subsequent time, often to denote a (fraudulent) change of ownership. Freq. with cattle as object.
1788in Colonial Rec. Pennsylvania (1853) XV. 423 The fine imposed..upon being convicted of a fraud in rebranding a quantity of flour. 1821Pamphleteer 18 428 If the marks are obliterated, or become indistinct, the executioner is to rebrand the parts, and he is to be at liberty to examine the convict's body from time to time, to ascertain how the fact is. 1889‘R. Boldrewood’ Robbery under Arms xviii. 128 It was admitted by the prosecutor that he had sold 10,000 head of cattle during the last six years, and none had been rebranded to his knowledge. 1891Times 9 Dec. 4/6 The defendant at the time of the seizure told Sergeant Angier that he had had second-hand casks which he had bought rebranded. 1948E. N. Wentworth America's Sheep Trails Gen. App. A. 591 Not only was there conflict over range, but many of the rapidly growing small ranchers were apparently ‘mavericking’ calves and rebranding older stock belonging to the big companies. 1982Afr. Stud. Rev. 25 10 At the same time, it is not difficult to find some of the bridewealth-giver's cows and rebrand them to appear as part of the actual bridewealth.
2. trans. Chiefly Marketing. To apply a new brand identity, name, logo, etc., to (a product, service, or company). In extended use: to change radically the presentation of. Also intr.
1900Times 31 Aug. 6/4, I am informed that over 4,000,000lb. of tinned meats were shipped from the United States to England, and there rebranded ‘Shamrock’ and shipped to this colony. 1951R. Cassady & W. L. Jones Nature of Competition in Gasoline Distribution at Retail Level iv. 46 Eagle was allowed to rebrand the gasoline acquired from Standard Oil; the product was accordingly sold under the Golden Eagle brand. 1993Unigram X (BNC) Apr.–May Parity expects to sell to end users and have the boxes rebranded by an integrator who sells into the petrochemical industry. 1998Independent 9 Mar. ii. 1/1 We meet in the Sports Café in the Haymarket, an emblem of the way football has rebranded as a commodity. 2002Press (Christchurch, N.Z.) 9 Mar. 15/7 Examples of the phenomenon dubbed ‘up-titling’ include a receptionist rebranded as head of verbal telecommunications and a window cleaner given the impressive designation of optical illuminator enhancer. |