Political parties are in crisis, with many new and established ones distancing themselves from traditional brands. This paper studies changing party brands in Europe by using party names as an indicator of programmatic and organizational transformations. Empirically, we combine an original content analysis of party names in 28 countries from 1945 to 2023 with two conjoint survey experiments. We examine (1) the extent to which European party systems have moved away from classical party brands; (2) the conditions, and the types of parties that are most likely to do so; (3) we identify voters' reactions to non-classical brands. The term party is no longer in vogue among European parties, as they are increasingly dropping it and adopting non-ideological and movement references in their names. However, adopting a non-classical brand does not yield the expected rewards: it does not affect the appeal of new parties, while rebranding tends to be punished.