The purpose was to investigate how the retailer ICA could transfer its brand equity when rebranding its low price private label product Euroshopper. The study also had the intention to look at the outcome of the rebranding process through examining how customers’ brand perception and their behavior was influenced by the rebranding. What made it interesting to conduct this study was that there has been a lack in research that considers rebranding and the role of brand equity in such a process. Brand equity is a very important asset for companies, since it creates value for the customers that they use as information base when making decisions. A quantitative survey was conducted and the conclusion from it is that strong brand equity can be transferred to a product that once had a negative image and that perception can be replaced by a stronger brand image.