A lot of companies I have seen so far don't always rebrand. They simply announce new release. IMO, it's actually better to announce new release than to rebrand.

A lot of companies I have seen so far don't always rebrand. They simply announce new release. IMO, it's actually better to announce new release than to rebrand. When you rebrand and offer similar feature, you are basically telling your user you are not committed to build anything long term. This is like building APIs. Users don't really care if your API is now running on a Linux host or on a Windows host, coded in Python or coded in Go. You do the refactoring transparent to users. Imagine your car's manufacturer is sold and re-brand every two years, how would you feel about your car?