I'm not a Marketing guy...I just play one on TV.
BUT - I have a professional financial background and am a project manager...and my wife is in marketing. Was talking with her on this.
Typically the only time you rebrand yourself is for one of the following reasons:
1. Merger or purchase of your company (and you are the subsidiary).
2. To offset negative public opinion on a brand name.
3. A company may feel they have lost market share or have not met their customers' needs, so they want a fresh start.
Anyone reading this can form their own opionion, heh. Here is a random article on rebranding, interesting read when you compare it to Infopop.
http://www.abc.net.au/insidebusiness/content/2004/s1070451.htm
