According to Muzellec and Lambkin (2006), rebranding is a strategic marketing technique in which a company modifies its brand identity in order to reposition itself in the market, address dwindling relevance, or seize new market opportunities. A fresh logo, color palette, messaging, customer service approach, or retail setting are a few examples. Effective rebranding, according to Keller (2013), must update the exterior appeal of the brand while remaining true to its underlying principles. Redefining the customer's emotional and psychological perception of the brand while preserving trust and loyalty is Fishaways' objective in rebranding, which goes beyond simple aesthetics.
