Meaning & use
repositioning
Last updated
“repositioning” is a form of “reposition”. See that entry for the full set of meanings.
Meanings
noununcountablebusiness
The process of changing how a product, company or person is seen by the public, usually to appeal to a different group or fit a new market.
Grammar: Usually used without a: repositioning takes time; a repositioning is also possible for one specific effort.
Patterns
- the repositioning of something
- repositioning as something
The brand's repositioning as a premium choice raised its prices and its profits.
After the scandal, the firm needed a complete repositioning in the public mind.
Her repositioning from sales manager to strategist surprised the whole team.
noununcountable
The act of moving something or someone to a different place or angle.
Grammar: Often followed by of: the repositioning of the camera.
Patterns
- the repositioning of something
The repositioning of the cameras gave a clearer view of the stage.
Gentle repositioning of the patient every two hours helps prevent sores.
The army's repositioning of its troops along the border alarmed the neighbors.
verbtransitive
Placing something in a new location or setting something up differently; the -ing form of reposition.
Grammar: Takes an object: she is repositioning the lamp.
Patterns
- reposition something
- reposition yourself
He is repositioning the speakers to improve the sound in the corner.
The airline is repositioning planes to cities where demand is highest.
She kept repositioning herself on the narrow bench.
Word forms
| base | reposition |
|---|---|
| third person singular | repositions |
| past tense | repositioned |
| -ing form | repositioning |
Common combinations
- strategic repositioning
- The firm announced a strategic repositioning of its product line.
- brand repositioning
- Brand repositioning can fail if customers do not believe the new image.
- repositioning strategy
- The repositioning strategy targeted younger customers.
- undergo repositioning
- The chain is undergoing repositioning after years of falling sales.
- repositioning of assets
- The repositioning of assets reduced the fund's risk.
Synonyms and how they differ
- rebranding
- Rebranding usually changes visible things such as the name, logo and look, while repositioning changes the place a brand holds in people's minds.
- relocating
- Relocating means moving to another location, usually something large like a business, whereas repositioning can be a small adjustment.
- readjusting
- Readjusting suggests making small corrections to fix a problem, while repositioning implies a deliberate new stance.
Word family
- reposition verb
- to put in a new place or give a new image
- position noun
- a place or stance in relation to others
- positioning noun
- the way a product is placed in the market
- repositioned adjective
- moved or given a new image
Commonly confused: repositioning or repositioning vs. relocation?
repositioning vs repositioning vs. relocation
Relocation means a move to a new place of work or home, while repositioning can refer to image, strategy or just a small physical shift.
Practice
The cereal maker's ___ as a healthy breakfast helped it win over parents.
Choose one answer.
Repositioning means changing how a product is seen in the market. 'Reissuing' is about releasing again and 'redirection' is about changing direction, so neither fits a brand's image.
Make it your own
Write a sentence using “repositioning”, then check it and compare it with the examples above.