<em>Bandung City has several industrial centers that have great potential for tourism, so the Bandung City Government has carried out a tourism development program by establishing several industrial centers into creative tourism urban villages. Cigondewah Fabric Sales Industry Center is one of the industrial centers that has now changed into Cigondewah Creative Tourism Urban Village. The changes that have occurred in the Cigondewah Fabric Sales Industry Center into the Cigondewah Creative Tourism Urban Village require a rebranding process that can significantly affect the new brand image in the minds of the public and tourists. This study was conducted to determine the effect of rebranding seen using 4 (four) dimensions, namely repositioning, renaming, redesign, and relaunch on brand image in Cigondewah Creative Tourism Urban Village. In this study, researchers used quantitative methods and non-probability techniques with purposive sampling or judgment sampling types used as sampling techniques. The research instrument carried out in this study, namely using a questionnaire distributed to visitors or someone who knows or has visited Cigondewah Creative Tourism Urban Village. There were 127 respondents who were analyzed using multiple linear regression analysis techniques using the IBM SPSS Statistic 25 program. The results of this study show that the rebranding process has an influence on brand image by 61.6%. Of the four rebranding dimensions, the variable that has the most significant effect is relaunch. That way, the administrators of Cigondewah Creative Tourism Urban Village can correct deficiencies and improve the entire rebranding process which is able to create a positive impression and new brand image in the minds of the public.</em>