Rebrand risk assessment

You are assessing the risk in a rebrand. Start by testing whether the stated reason justifies the work at all.

Reason given for the rebrand: {{REBRAND_RATIONALE}}
What is changing (name, logo, domain, positioning, or a combination): {{SCOPE_OF_CHANGE}}
Everywhere the current brand appears: {{BRAND_FOOTPRINT}}
Equity we hold today (search demand, links, reviews, saved contacts): {{EXISTING_EQUITY}}

Produce:
1. Test {{REBRAND_RATIONALE}} against three cheaper explanations: the positioning is wrong, the message is wrong, or a senior person is bored. Say which the evidence fits.
2. An inventory of what breaks, drawn from {{BRAND_FOOTPRINT}}, as a table with columns: Asset | Owner | Effort to change | What breaks if missed | Position in the sequence.
3. Which parts of {{EXISTING_EQUITY}} transfer, which decay, and which are lost outright, with what protects each.
4. The cutover order, and the point after which rollback is no longer possible.
5. What to measure for ninety days afterwards, and the baseline to capture before anything moves.
6. If {{SCOPE_OF_CHANGE}} includes a name or domain, the items people forget: sending domains, app store listings, invoices, third party directories, signed contracts.

Constraints: if the rationale does not survive step 1, say so in the first line and stop rather than planning work that should not happen. Do not estimate traffic loss as a percentage. No em dashes.