Public hospitals are a very interesting context to study implementation as well results of marketing strategies. Notwithstanding, few contributions have analyzed the effectiveness of a marketing orientation in the hospital sector, especially as far as hospitals’ branding (and rebranding) is concerned. This study analyses the implementation of a rebranding process in a public hospital and evaluates the impact of the new brand name on stakeholders’ perceptions. The results suggest that hospitals rebranding does not fit models and managerial recommendations put forward in the literature, especially when negotiation with external actors is concerned. From a managerial perspective this article proposes possible critical success factors that managers should have to take into account in rebranding hospitals and/or other similar organization.