Step 1: Read the sentence for the underlying action: Amit is repositioning his company as pro-consumer, which is an act of renewal.
Step 2: Praise only expresses approval, it does not involve any change to the image. Insinuate suggests something indirectly, often with a negative undertone, so it does not fit a positive rebranding effort. Hamper means to obstruct progress, which contradicts trying his best.
Step 3: Refurbish, meaning to update and improve the look or appeal of something, is the only word that matches an active effort to reshape a brand image.
\[\boxed{\text{Refurbish}}\]