Academic rebranding refers to:

The practice of renaming, repackaging, or reframing existing concepts, techniques, or tools as if they were novel, often to increase perceived innovation, publication value, or institutional prestige — without contributing new evidence or insight.

• Presenting established techniques (e.g. keyhole craniotomy, neuronavigation) as part of a “new” paradigm (e.g. Minimally Invasive Cranial Surgery)
• Rewriting clinical routines with updated buzzwords (e.g. “precision,” “micro-invasive,” “ultra-targeted”)
• Shifting terminology to generate publications or funding rather than to clarify science

“This isn’t a new approach to brain metastases — it’s academic rebranding of standard craniotomy with marketing gloss.”

• Creates the illusion of progress
• Pollutes literature with semantic inflation
• Distracts from real innovation or critical appraisal
• Risks misleading trainees and clinicians about what is actually new or validated

• marketing pamphlet
• decorative neurosurgery
• academic theater

Synonyms: semantic relabeling, publication repackaging, conceptual recycling

Opposite: Original contribution, paradigm shift, methodological innovation