Repositioning refers to:

the revamping of the product and the various elements of the marketing mix.

analysing why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour. the visual representations of how products or product groups are positioned within a category to consumers$/$customers$.$ the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition.