Repositioning: meaning, definitions and examples

This is used when changing the market position or perception of a product, brand, or company to reach a different audience or improve market share.

• The company is repositioning its product to appeal to younger consumers.
• Repositioning the brand helped us gain a competitive edge.

This is most commonly used to describe significant changes in the organization or financial structuring of a company, often to reduce costs, improve efficiency, or manage debt. It can often carry a negative connotation due to its association with downsizing or layoffs.

• The restructuring plan involves closing several underperforming branches.
• As part of the restructuring, many employees were offered severance packages.

Commonly used when a company changes its name, logo, design, or messaging to create a new identity and appeal to a different or wider audience.

• The rebranding effort included a new logo and updated website.
• After twenty years, the company decided it was time for rebranding.

This term is often used in a corporate or organizational context when adjusting or changing the structure, strategy, or priorities to be more effective or efficient.

• The realignment of departments aims to improve workflow and collaboration.
• We need a strategic realignment to meet our long-term goals.

This is often used in marketing and business strategy to describe changing the target market or perception of a product or brand. It's about finding a new place in the market.

• The company is repositioning its product to appeal to younger consumers.
• After the rebranding, they focused on the repositioning to ensure success in the Asian markets.

Typically used in organizational or strategic contexts, realigning refers to adjusting structures, processes, or plans to make them more effective or to better match the current needs.

• The company had to realign its departments to improve efficiency.
• We need to realign our goals to better match the current market demands.

This is used in a business context to describe changing the organizational structure, which can include layoffs, mergers, or significant changes in business operations.

• Due to the financial crisis, the company had to restructure and lay off several employees.
• The merger required extensive restructuring of both companies' departments.

This term is used when a company changes its corporate image, name, logo, design, or brand identity to alter public perception or modernize its image.

• The company decided to rebrand to attract a more diverse customer base.
• After 20 years, they felt it was time to rebrand and update their logo.