I am amused when marketing people use this word...
In the prior cases I can remember, fictional and real, the use of this term has been associated with failure or cover-up of failure. For example:
It seems to me this is a BS term used to try to make something sound better than it really is. I'd suggest avoiding its use.
The term "re-imaged" to me always congeries up the sci-fi scenario where person that does not behave as the rulers want is "re-imaged" to conform with society as they want it to be.