Purpose This study aims to conduct a systematic review of rebranding literature and suggest avenues for advancing research in this domain.

Design/methodology/approach This study adopted a hybrid review method comprising both structured literature review and lexicometric analysis.

Findings The literature review suggests that rebranding research has evolved from focusing on basic brand revitalization efforts to exploring complex brand equity and identity factors such as consumer emotions, brand communication and corporate values. Further, a conceptual framework is developed from the synthesis, integrating the commonly reported antecedents, mediators, moderators and consequences within the rebranding literature. Moreover, lexicometric analysis shows that “consumer aspects”, “corporate strategy”, “market” and “nature of business” are key themes in the rebranding domain.

Research limitations/implications This review applied specific inclusion and exclusion criteria to select journal articles and exclusively considered papers published in English. Consequently, the generalizability of the findings to the entire rebranding literature is uncertain.

Practical implications This study recommends brand managers focus on key drivers of rebranding success such as brand communication, perceived logo change and brand loyalty. Managers should engage loyal customers during the rebranding journey, ensure clear communication of brand changes, and align rebranding with corporate culture and employee engagement. Further, employee involvement and strategic brand communication can enhance consumer acceptance of rebranding initiatives.

Originality/value Though rebranding literature is expanding, it remains incoherent. Therefore, this systematic literature review (SLR) consolidates it. Further, the study identifies under-researched areas in rebranding and suggests future research directions regarding alternative theories, contexts, characteristics and methods to advance this domain. The findings offer valuable synthesis and insights into the rebranding literature; however, they are constrained by the specific scope and inclusion and exclusion criteria used in this review, and consequently, the synthesis and findings may not encompass all rebranding research.