the act of changing the way that an organization, business company, or product appears to the public

a major corporate rebranding 大规模的公司形象重塑活动

As a part of the rebranding process they hoped to reposition the brand as the "original" travel company. 作为重塑形象的一部分，他们希望把公司重塑为“原创性”的旅游公司。