In the fast-paced and competitive world of marketing, companies often need to adapt and evolve to stay relevant and attract customers. One of the strategies that businesses can use to achieve this is repositioning, which involves changing the way a product or brand is perceived by consumers.

However, what does repositioning mean in marketing, and how can businesses use it to their advantage? In this blog post, we'll explore the concept of repositioning and provide some examples of how it has been used successfully in the marketing world.

What is Repositioning?

Repositioning is a marketing strategy that involves changing the way a product or brand is perceived by consumers. This can involve changing the product's features, benefits, target audience, pricing, or branding, among other things. The goal of repositioning is to differentiate the product or brand from its competitors and create a new, unique position in the market.

For example, a company that sells energy drinks may reposition its product as a healthy and natural alternative to traditional sports drinks. This would involve changing the product's packaging, marketing messages, and target audience to appeal to health-conscious consumers.

Why Do Companies Use Repositioning?

There are several reasons why companies may choose to reposition their products or brands. Some of the most common reasons include:

  • To differentiate the product or brand from its competitors. In a crowded market, it can be difficult for a product or brand to stand out from the competition. Repositioning can help create a unique and differentiated position in the market that sets the product or brand apart from its competitors.
  • To appeal to a new target audience. As consumers' needs and preferences change over time, a product or brand may need to adapt to appeal to a different target audience. Repositioning can help a product or brand reach a new group of consumers and expand its market share.
  • To respond to market changes. The market landscape can change quickly, and companies may need to reposition their products or brands to keep up with these changes. For example, a company that sells sugary drinks may need to reposition its products as healthier alternatives in response to increasing concerns about obesity and diabetes.
  • To revitalize a declining brand. A brand that was once successful may lose its appeal over time, resulting in declining sales and market share. Repositioning can help revitalize a declining brand by creating a new and fresh image that resonates with consumers.

Examples of Successful Repositioning

Repositioning can be a powerful and effective marketing strategy, but it requires careful planning and execution. Here are some examples of companies that have successfully used repositioning to achieve their marketing goals:

  • Apple. Apple is a prime example of a company that has used repositioning to great effect. In the early 2000s, the company was struggling and its products were perceived as outdated and unappealing. However, the company repositioned itself as a leader in innovation and design, and its products became must-have items for tech-savvy consumers. This repositioning helped Apple become one of the most successful and valuable companies in the world.
  • Old Spice. Old Spice is a brand of men's grooming products that was once associated with older men and had a dated and unappealing image. However, the company repositioned itself as a fun and edgy brand for younger men, and its marketing campaigns featured humorous and memorable ads. This repositioning helped Old Spice increase its sales and appeal to a new target audience.


In conclusion, repositioning is a valuable marketing strategy that can help businesses differentiate their products or brands, appeal to a new target audience, respond to market changes, or revitalize a declining brand.

By carefully planning and executing a repositioning strategy, businesses can create a new and unique position in the market and achieve their marketing goals.

Successful repositioning requires a deep understanding of the market, the competition, and the target audience, as well as effective branding, messaging, and marketing tactics.

By implementing these strategies, businesses can effectively reposition their products or brands and stay ahead of the competition.

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