I don't think it needs a strong rebranding. I've been on two MH flights since MH17 was shot down. Both had decent loads, crew was professional as ever and if there was any discussion at all, people were very compassionate with MH (not so much with the Russian leadership, to put it mildly ...).
It may sound zynical, but I even think MH17 helped to forget about MH370. If a re-branding is needed, it's because of MH370, definitely not because of MH17!