By examining best practices for executing a corporate rebrand, this thesis aims to evaluate Twitter's rebrand to "X" through qualitative research methods in the form of in-depth interviews and a case analysis. Throughout the interview process, the branding and marketing experts were asked to identify strategies for carrying out an effective rebrand, as well as the risks associated with rebranding. An analysis of the findings led to the development of five central themes that recommend rolling out a rebrand gradually, establishing open communication and conducting consumer research, rebranding with intention, choosing a meaningful brand name, and considering the reputational risk of positioning individuals as representatives of the brand. The findings suggest that Twitter’s rebrand to X could have been more effective if the rebranding process adhered to industry best practices, but instead, the lack of a rollout strategy and the disregard for maintaining any of Twitter’s brand identity contributed to the negative reaction the rebrand received. X serves as a useful case study in demonstrating the importance of maintaining brand recognition and considering consumer acceptance while implementing a corporate rebrand.