Nothing says executive floundering quite like blowing millions on a rebrand. Here's an idea: make it a new product, a good one, and give that a different name.
Depends on what you consider a "new" product though. Intel makes CPUs, and if you look at it from an architectural perspective it's quite reasonable to say that every generation is a new product. But I guess you could argue that when the core functionality (CPU) stays the same (as opposed to changing it to e.g. an APU), the product stays the same...