repositioning
noun[U]
MARKETING,WORKPLACE,MANAGEMENTalsouk/ˌriːpəˈzɪʃənɪŋ/us(alsoproduct repositioning)theprocessofchangingthe way thatpeoplethinkabout aproduct,service, orcompany:
We arebeginningtofeelthebenefitsof the repositioning we have done.
a repositioningstrategy