A strong brand enhances positive evaluations of product quality, maintains a high level of product awareness, and provides a consistent brand image or personality. Over time, these brands remain unchanged, and consumer perceptions of them evolve. These brands become obsolete on their own because they exist in a changing society and amid fierce competition from modern brands. Thus, rebranding is a necessary strategy that can project a new business image to win consumer trust. Corporate rebranding is a frequently reported strategy in the press, challenging marketing theory and fundamental principles. This paper will focus on rebranding strategy and its relationship with brand image, as well as the role of consumer behavior in accepting or rejecting rebranding and, ultimately, its impact on purchasing decisions.