I don't think bitcoin need re-branding, but as for bad reputation generated by press circulating all over the internet and news papers, all of this needs to be corrected so that people can start to build back their confidence and start investing.
I think there needs to be an intensive promotion of bitcoin, because the bad news about bitcoin is very massive in various news, so the price drops. No one can lift the bitcoin image except the bitcoin users themselves. Because external factors greatly affect the reputation of bitcoin, rebranding is not necessary but I think the promotion of bitcoin is very necessary.