Sainsbury's, which is fighting to regain market share, is currently trying to rebrand itself, with a focus on quality and range.

BBC: Asda: 'Now number two'

Today, coinciding with our rebrand to Danske Bank, we are also launching our new marketing campaign.

BBC: Northern Bank officially rebrands as 'Danske Bank'

It is therefore not surprising that, with every rebrand, the company only raises more questions than it answers.

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With the new venture, Apollo seeks to rebrand itself in consumers' minds as a company that offers practical training for career-minded students.

WSJ: Apollo to Offer Course on Business Innovation

We learned nothing from Goodluck Jonathan's appearance in this fashion bible except that the president was trying to rebrand his country through a fashion magazine and to name drop a couple of Nigerian fashion designers with his ministers of tourism and oil in tow.

BBC: African viewpoint: Pride and politics

That led to a public row and recriminations - both at odds with the vision of unity and prosperity, as the city uses its hard-won cultural title to rebrand its image at home and abroad.

BBC: Divided opinions as Derry prepares for City of Culture 2013