Abstract: The disclosure describes a system and method for commercial vehicle operation using reconfigurable brand image technology to support dynamic rebranding. A vehicle may initially carry a first brand image, such as a company name, logo, or the like, associated with a first operator. The brand image is then reconfigured so that the vehicle carries a second brand image, associated with a second operator. Rebranding supports shared use of a vehicle by multiple operators, while permitting individual operators to preserve their brands. A networked system enables rebranding clients to access databases storing scheduling, branding, and accounting information. Rebranding clients access a scheduling database to determine when a particular vehicle is scheduled for operation, and whether an operator or service change will take place. The branding database permits the rebranding client to access archived brand image content. An accounting database tracks costs associated with brand image reconfiguration.