Brand repositioning refers to the strategic process of changing the perception and positioning of a brand in the minds of consumers. This involves altering the brand’s messaging, image, and overall identity in order to appeal to a different target audience or to better align with current market trends and demands. It is a deliberate effort to revitalize a brand and create a new, more relevant and competitive position in the market. Successful brand repositioning can lead to increased brand awareness, customer loyalty, and ultimately, business growth.