I don't think "rebranding" is a term of art but... the Koreans replaced Chinese characters with hangul; compare it with the Japanese, who despite having develop

I don't think "rebranding" is a term of art but... the Koreans replaced Chinese characters with hangul; compare it with the Japanese, who despite having developed a phonetic script have kept using Chinese characters till today. Israel is also an interesting case; it probably wouldn't exist in its present form if Hebrew hadn't been revived.