Repositionne

Repositionne is the third-person singular present tense form of the French verb repositionner, meaning to move something to a new position or to shift its strategic position. The term is used in literal and figurative senses in business, marketing, design, medicine, and logistics. The English equivalents are reposition and brand repositioning.

In marketing, repositioning describes changing how a brand or product is perceived, usually to reach a different audience or to differentiate from competitors. Methods include adjusting the value proposition, pricing, distribution, messaging, and product attributes, as well as redesigns of packaging and communications. The process typically involves research, segmentation, testing, and phased rollout.

In product design, repositioning can involve altering a product’s place in a portfolio or adjusting features to meet new needs or channel strategies.

In healthcare, repositioning refers to moving a patient or body part to improve comfort, circulation, or alignment, and to prevent complications such as pressure ulcers. It is a routine part of nursing and rehabilitation.

In logistics, repositioning means moving inventory or equipment within a facility to optimise space, access, or workflow, or relocating assets to respond to changing demand.