The question is who will rebrand it. Satoshi Nakamoto?. well for me I do not think BTC need any rebranding again because it has been rebranded so many time and the result is those fork we have today. everyone is building on improving bitcoin performance and the result is thousands of crypto we have today. the fact is that this has done much damage than it help grow bitcoin.
Bitcoin does not require rebranding anymore, because it has been popular and in demand by millions of users spread throughout the world. Only promotion or information is needed that is more focused that bitcoin is a digital currency, not a place for money laundering or terrorist funding. Such an assumption is wrong, it must be explained by bitcoin users.