Bankrupt businessman angry in the office floor

9 rebranding missteps that backfired on major U.S. companies

Rebranding can breathe new life into a company, but sometimes it backfires in spectacular fashion. From confusing logos to name changes that alienated loyal customers, even big brands have learned the hard way that not all updates are improvements. Here are 9 major U.S. companies whose rebranding moves blew up unexpectedly.