Rebranding is a commonly accepted term in strategic marketing yet it lacksa concise definition. Changes in a company's profile, identity, name andlogotype are all included within the term rebranding. The purpose of thisstudy was to attain a deeper understanding of the motives for rebranding.Interviews were held with four companies which have implementedrebranding within the last eight years. The findings show that updating acompany's brand identity was the main reason/motive for rebranding. TheExpansion of foreign markets was identified as a key motive, as a Swedishname or logotype was no longer suited to such development. Other motivesinclude renewal and unification of brands.