The International Rugby Board is to be renamed 'World Rugby' from November 19 in a move described by chairman Bernard Lapasset as a "mission statement".
The rebranding, which will include a new logo, is designed to "reflect the organisation's mission to build a stronger connection with fans, players and new audiences worldwide".
It will be officially launched at the World Rugby Conference and Exhibition in London on November 17-18, but will have no impact on branding for next year's World Cup.
"Rugby continues to thrive, reach out and engage new audiences and participants in record numbers and the IRB has been at the heart of that growth," Lapasset said.
"We are committed to furthering that growth beyond our traditional family and fan base with a public that expects to be entertained, informed and interacted with.
"This move is more than just a name change, it is a mission statement."