Brand Repositioning

Definition:

The attempt to try to change a consumer’s viewpoint of a specific brand.

Examples:

After all of the controversy surrounding the recall, the company focused on brand repositioning to get their products back in the marketplace.

Even established products such as Coca-Cola constantly work on brand repositioning to appeal to new audiences, with the result that New Coke, Diet Coke, and Vanilla Coke have been introduced over the years.