The research on mechanics of rebranding and the need for paradigm shifts reveals the concept of rebranding undertaken by various organizations to create a distinctive identity for itself. Corporations rebrand in order to respond to external and/or internal factors. Firms commonly have rebranding cycles in order to stay current with the times or set themselves ahead of the competition. This paper seeks to identify why companies rebrand, how rebranding work, establish some common rebranding issues companies encounters and establish the process of rebranding. A qualitative research was conducted and related literatures were reviewed on rebranding. From the findings, it was concluded that to have a successful rebranding process and recognition from the customers, organization need to ensure that product rebrand information flow in the society faster enough to be able to catch the consumer’s attention quickly. In line with this, it was recommended that since customers have a greater share with what happens in the company, companies should always have the customers in mind when carrying out a rebranding process. This will make the company to gain a wide recognition and an acceptance of the new product.