Rebranding campaigns are meant to generate favorable awareness and positive press coverage about products. But sometimes the campaigns can have the opposite results.

Jaguar has urged people to "trust and reserve judgement" over the rebrand of the carmaker. The company, embarking on the biggest change in its 102-year old history, released a new logo and a so-called "social media tease" this week, ahead of its relaunch as an electric-only brand in early December.

The luxury car maker unveiled a confusing, if dramatic, image overhaul, at a press event described as being like a ‘hallucinogenic sci-fi movie.’