The study sought to explore the impact of rebranding on the performance of the Hotel Industry in Masvingo. With the costs and tasks involved in rebranding one wondered whether rebranding was worth the value to the ultimate performance of the hotel industry or whether it was a source of competitive advantage. In this study an exploratory research design was employed. The major research findings were that the rebranding was a product of the changing economic conditions, changing corporate strategy and changing ownership structure. It was concluded that rebranding was vital for it kept track of the changing business environment and the dynamic nature of customer taste and that a properly implemented rebranding program enhances better perceptions by stakeholders, gains market share and improves profitability of hotels. The major recommendations to the hotels were that rebranding should not be taken as a one off project but it needs to be taken as a process that seeks to align hotels to the changing business conditions and changing tastes of customers. In carrying out future rebranding the hotels should put in place rebranding plans.