I may be in the minority, which is par for the course, but as an affiliate I don't care what you call the affiliate program. My only concerns are whether the sites convert and whether promo content is updated regularly.
That said, if your focus is attracting new affiliates then a rebranding and relaunch is a nice excuse to post the news all over the webmaster boards. For existing affiliates, just link the old webmaster area to the new one.
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