| 释义 |
rebranding, n.
Brit. |ˌriːˈbrandɪŋ|, U.S. |riˈbrændɪŋ|
[‹ rebrand v. + -ing suffix1.]
1. Chiefly U.S. Esp. with regard to cattle: the action of branding with a hot iron for a second or subsequent time.
1852G. C. Mundy Our Antipodes I. ix. 289 Branding does not as a matter of course preclude cattle stealing; the marks are either cut out bodily or altered by rebranding. 1865Syracuse (N.Y.) Daily Courier & Union 19 May 2/1 Nothing in the law is..to prevent the re-branding according to correct weights of packages that have been once used. 1885Texas Criminal Appeals Rep. (Lexis) 16 240 The rebranding and the blotting of the old brand were recent, about four weeks old. 1930W. M. Raine & W. C. Barnes Cattle iv. 61 By the simple process of rebranding, one's drifting capital or the dividend therefrom might any day change ownership. 1999Jrnl. Appl. Ecol. 36 827/1 An additional dye colour code or a bleach mark was applied to test the time of appearance of the brand and to prevent re-branding of the same animal.
2. Marketing. The application of a new brand identity to an existing product or service. Also in extended use.
1923Federal Reporter 289160 Since..the goods are to be condemned for misbranding, the court now makes it known that..the goods will not be released under bond to the owner merely for rebranding but only upon condition that the goods be re-examined and reclassed. 1951R. Cassady & W. L. Jones Nature of Competition in Gasoline Distribution at Retail Level vi. 75 The buyer's responsibility in rebranding is to have on hand at all times the letter from the supplier giving the buyer the right to resell the gasoline under a specific rebrand name. 1998Guardian 30 June ii. 4/3 Exciting new books on life after politics, easternisation, information exclusion, holistic government, the role of drugs in youth culture and the rebranding of Britain. 2002J. Heskett Toothpicks & Logos vii. 129 Perhaps the fatal mistake of..the advocates of rebranding was a failure to understand that commercial ideas cannot just be dropped into other contexts and expected to succeed. |