From Dunkin' to Pizza Hut: 11 company rebrands that sparked customer outrage

In 2019, the coffee chain changed its name from Dunkin' Donuts to Dunkin'.Dunkin'

• Rebrands can be tricky to pull off.
• Many companies have unveiled new names and logos to make themselves stand out.

So far, 2023 has brought a few high-profile rebrands. Think Twitter becoming X or Overstock.com taking on Bed Bath & Beyond's look.

But rebrands are tricky, and they commonly don't work out.

Nailing down a recognizable brand is especially important in the retail world, where consumers usually have lots of choices, whether they're shopping for fruit juice at the grocery store or splurging on a designer handbag on vacation. Many companies have unveiled rebrands to make themselves stand out in that environment — only to see their new name or logo get an underwhelming or even hostile reception from shoppers.

Here are our picks for the 11 worst rebrands in retail.