Corporate re-branding is often used by companies to cover up costs which they don't want to account for. If a company has 'lost' money, or does not want to account for where it has gone (as it may show some incompetencies among the board) rebranding is a convenient way of covering it up. You can say that it cost £1Million to rebrand the company, when actually if you really knew where £1 Million went, some directors would be collecting their P45.
Not suggesting this is the case here, but just adding my 2p worth.