reposition
B2Formal
Definition
Meaning
To move something to a different position or place.
To change the strategic placement, perception, or marketing of a product, brand, or idea in relation to its competitors or in the public mind.
Linguistics
Semantic Notes
Often implies a deliberate, strategic move rather than a casual adjustment. Common in business, military, and medical contexts.
Dialectal Variation
British vs American Usage
Differences
No significant difference in meaning or usage. Spelling and verb forms are identical. The term is equally common in both varieties.
Connotations
Neutral/strategic in both varieties.
Frequency
Slightly more frequent in American business and marketing discourse, but the difference is minor.
Vocabulary
Collocations
Grammar
Valency Patterns
reposition + noun (object)reposition + noun + as + nounreposition + reflexive pronounVocabulary
Synonyms
Strong
Neutral
Weak
Vocabulary
Antonyms
Phrases
Idioms & Phrases
- “To reposition the goalposts (rare, extended from 'move the goalposts')”
Usage
Context Usage
Business
Refers to changing a brand's market perception, e.g., 'The company will reposition its product as a luxury item.'
Academic
Used in discussions of strategy, geopolitics, or media studies.
Everyday
Less common; used for physically moving heavy objects or furniture.
Technical
In medicine, to move a patient or body part to prevent injury; in logistics, to move stock or assets.
Examples
By Part of Speech
verb
British English
- We must reposition the brand to appeal to younger consumers.
- The nurse helped reposition the patient in the bed.
American English
- The marketing team needs to reposition the product in the marketplace.
- The general ordered the troops to be repositioned along the ridge.
adjective
British English
- The repositioning strategy was costly but effective.
- He underwent a repositioning surgery on his jaw.
American English
- The repositioning campaign failed to connect with voters.
- The repo man handled the car repositioning.
Examples
By CEFR Level
- They decided to reposition the sofa in the living room.
- The doctor told him to reposition his leg.
- The company is trying to reposition itself as an eco-friendly brand.
- After the scandal, the politician sought to reposition his public image.
- The firm's aggressive repositioning within the fintech sector caught its competitors off guard.
- Geopolitical shifts have forced the nation to reposition its foreign policy allegiances.
Learning
Memory Aids
Mnemonic
Think of RE-POSITION: to POSITION something again (RE-).
Conceptual Metaphor
MARKET IS A BATTLEFIELD (repositioning troops), MINDS ARE TERRITORIES (repositioning a brand in the consumer's mind).
Watch out
Common Pitfalls
Translation Traps (for Russian speakers)
- Avoid directly translating to 'репозиция' (medical term). Use 'перепозиционировать' (business) or 'перемещать' (general).
Common Mistakes
- Using 'reposition' for minor, non-strategic moves (e.g., 'I repositioned my cup on the table').
- Confusing with 'repossess' (to take back).
Practice
Quiz
In which context is 'reposition' LEAST likely to be used?
FAQ
Frequently Asked Questions
Not exactly. 'Reposition' implies a deliberate, often strategic, change of position for a specific purpose. 'Move' is more general.
Rarely. It is almost always a transitive verb (e.g., reposition something). The reflexive form 'reposition themselves' is common for companies or people.
The noun form is 'repositioning' (e.g., 'a brand repositioning').
Yes, it is more common in formal, business, academic, or technical contexts. In everyday speech, 'move' or 'shift' is more likely.