The transformation of rebel groups into political parties has captured the attention of scholars of both conflict studies and of party transformation. In this paper we examine the question of rebel party image change by investigating the causes of name changes adopted by a rebel organization as it transforms into a political party after the end of a civil conflict. We develop an analytical framework based upon the extensive literature on party identity change in the West, and apply it to the name changes of rebel parties. Using an original data set of 54 former rebel organizations, we find that factors internal to the organization (such as the degree of inclusivity and the origins of the rebel organization) explain name change more than factors related to the post conflict environment.