- Image repositioning Only the image is changed
- Product repositioning. The total product offering is adapted.
- Intangible Repositioning. The less tangible aspects of the product are given greater emphasis.
- Tangible Repositioning. Both market and product are adapted.
Product Re-positioning
Re-positioning becomes required when performance drops or doesn't materialise. It involves changing the target market, the differential advantage or both. Four generic repositioning strategies are described below;