What term means changing the view consumers have about a product by altering some of its characteristics?

What term means changing the view consumers have about a product by altering some of its characteristics?

• A. Rebranding
• B. Market Repositioning
• C. Positioning
• D. Reposition

Answer: (D)

The action described is repositioning a product in the minds of consumers. By tweaking certain features or benefits, you alter how the product is perceived relative to competitors, aiming to appeal to a different segment or refresh its appeal. The verb form that fits this idea is to reposition: you reposition a product when you adjust its attributes to create a new perceived position in the market.

Rebranding would focus on changing the brand’s identity (name, logo, etc.) rather than the product’s characteristics. Positioning refers to how the product is viewed or the strategy behind that view, not the act of changing it. Market repositioning is a broader term about shifting the product’s stance in the market overall, whereas the specific action of changing consumer perception through product changes is repositioning.