This paper presents the complexity of the process of rebranding and its impact on the creation of brand image, and indirectly on stimulating the demand for the company’s offer. Rebranding does not only involve the changes in the system of visual identification, but also other image changes, integrated with the company’s business strategy. The chosen example is the retail chain “Biedronka” („Ladybug”), which in 2012 started the implementation of the rebranding process. To explore the effects of the implemented changes a survey was carried out and source materials provided by the company reviewed. The customers highly rated the changes implemented in “Biedronka” retail chain shops and the company reported significant increases in sales in the first quarter of 2013.