repositioning

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repositioning

changing a BRAND'S design, physical properties or the identity it projects to alter the ‘position’ of the brand in a market. See MARKET POSITIONING.
Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson
References in periodicals archive ?
The hard-hitting and, in many cases, successful advertising by anti-bacterial soaps in Pakistan is a long story and serves for this article as a perfect case study in terms of brand repositioning. Notice this: All anti-bacterial soaps are white, have a 'special anti-bacterial formula' and claim to fight several kinds of germs, keep you healthy and protect you against germs longer.
Dornoch will focus on the acquisition and repositioning of distressed residential and commercial properties, both existing buildings and vacant land, in the metropolitan New York area and New Jersey.
Every filter had an attempt at either removal or repositioning if it was still needed.