Definition of Repositioning

Repositioning in digital marketing refers to the strategic process of altering the perception and image of a brand, product, or service within the minds of the target audience. This is achieved through modifying elements like messaging, visual identity, and targeting strategies. The goal of repositioning is to enhance consumer appeal, adapt to market changes, or differentiate from competitors.


The phonetic pronunciation of the keyword “Repositioning” is: /ˌriːpəˈzɪʃənɪŋ/

Key Takeaways

  1. Repositioning is a strategic marketing approach that involves changing the perception and image of a brand, product, or company in the minds of consumers to adapt to the evolving market and consumer needs.
  2. It typically includes reviewing and altering the marketing mix elements such as product, price, place, and promotion, as well as modifying target audience and positioning strategy to effectively communicate the brand’s new identity and value proposition.
  3. Successful repositioning requires a deep understanding of market trends, competitors, and consumer preferences, along with consistent message delivery and execution across all touchpoints to ensure that the repositioned brand resonates with the target audience and stands out in the market.

Importance of Repositioning

Repositioning is a crucial concept in digital marketing as it involves changing the perception or position of a product or brand in the minds of customers, usually to remain competitive or relevant in the marketplace.

The rapidly evolving digital landscape compels businesses to adapt, modify, and improve their marketing strategies to meet consumer expectations and emerging trends.

Repositioning allows a brand to pivot its focus, target new audiences, better convey its unique selling proposition, and stay ahead of competition.

This strategic move can contribute to the revitalization of a brand, boost customer engagement, and enhance long-term profitability and market positioning.


Repositioning, a key strategy in digital marketing, serves the critical purpose of altering the perception of a brand, product, or service within the minds of consumers. The process enables businesses to stay relevant and competitive, as they can overturn diminishing demand or in response to shifts in market trends, customer needs, and preferences.

By meticulously realigning a brand’s intrinsic or extrinsic attributes, repositioning facilitates the reshaping of customer sentiment, which in turn can lead to increased engagement, loyalty, and ultimately, revenue. Repositioning also aids businesses in differentiating themselves from their competitors, thereby creating a distinct identity in the saturated market.

Implementing this strategy may involve revamping an existing product, targeting new customer segments, or rebranding entirely, among other tactics. The ever-evolving nature of the digital space enables marketers to employ various online channels, such as social media and content marketing, to convey the revamped message or image.

Overall, repositioning is a vital tool in digital marketing that enables organizations to evolve alongside their audience while securing a unique identity and positioning within the industry.

Examples of Repositioning

Repositioning in digital marketing refers to changing the brand image, perception, or target audience of a product or service within the market to adapt it to new industry trends, consumer preferences, or competitive changes. Here are three real-world examples of repositioning in digital marketing:

Old Spice:Old Spice was originally known as a brand catering to an older demographic, with a classic image associated with their aftershave products. In order to attract a younger audience, Old Spice launched an innovative digital marketing campaign in 2010 called “The Man Your Man Could Smell Like.” The campaign featured humorous and surreal commercials, viral video content, and a strong social media presence. This repositioning helped Old Spice appeal to a younger market, while still maintaining a connection to their established customers.

Burberry:British luxury fashion brand Burberry underwent a digital repositioning to update their image and connect with a wider audience. Known for their iconic trench coats, the brand embraced new technologies and innovative digital marketing strategies, such as live-streaming runway shows and engaging with customers through social media platforms like Instagram, Twitter, and Pinterest. By incorporating a digital-first approach, Burberry became more relevant to younger generations and modernized their luxury brand for the digital age.

Domino’s Pizza:Domino’s Pizza is a prime example of successful repositioning through digital marketing efforts. Once known primarily as a delivery pizza company, Domino’s faced increased competition and a growing demand for quality pizza. To combat this, Domino’s rebranded and introduced a new pizza recipe in 2009, followed by a transparent marketing campaign, “Our Pizza Sucks,” that acknowledged their previous shortcomings. They also focused on improving their digital presence, with a revamped website, better online ordering system, and the use of social media platforms to engage customers. By repositioning and leveraging digital marketing, Domino’s successfully transformed their brand and saw significant growth in sales.

Repositioning FAQs

Q1: What is repositioning?

Repositioning is the process of changing the way a brand, product, or service is perceived in the market by consumers. This could involve updating the product’s features, adjusting its pricing strategy, modifying its target audience, or altering its advertising and promotional efforts to create a new image or identity.

Q2: Why is repositioning important?

Repositioning is important in maintaining the relevance of a brand, product, or service in the constantly changing marketplace. It helps companies adapt to evolving consumer preferences, stay ahead of competitors, reinvigorate stagnant products and address changes in the target market to ultimately drive business growth and profitability.

Q3: When should a company consider repositioning?

Companies should consider repositioning when they experience a decline in sales or market share, when there is a shift in consumer preferences or demographics, in response to changes in the competitive landscape, or when their current positioning fails to accurately reflect their value proposition or target audience. Repositioning should also be considered when introducing a product or service into a new market or expanding into different geographic regions.

Q4: What are the main steps for a successful repositioning strategy?

The main steps for a successful repositioning strategy include conducting market research, identifying the need for change, developing a new value proposition, executing changes to the product or service, developing a new marketing and communication plan, and monitoring the results to make ongoing improvements.

Q5: What are the major challenges of repositioning?

Some major challenges in repositioning include resistance to change from internal and external stakeholders, difficulties in communicating new brand identities to the public, managing perceptions of current customers while attempting to attract new ones, and the potential for negative reactions from consumers who are loyal to the original brand position.

Related Digital Marketing Terms

  • Brand Perception
  • Target Audience Shift
  • Competitive Advantage
  • Value Proposition
  • Market Segmentation

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