The company acquires, redevelops, and repositions commercial office and mixed-use space.

The company repositioned itself as a manufacturer of professional power tools and ended production of consumer-level tools.

So the company changed its name and repositioned itself as a pharmaceutical molecular evolution company.

The company "is repositioning itself in its core market and raising premium rates," he said.

Mr. Hamblett also said his company "would reposition to expand in newspapers, television and video programming."

The company has since repositioned itself as an office courier.

The companies repositioned their brands to emphasize low tar content, filter technology and nicotine levels.

In 1995, the company repositioned itself as a holding company and changed its name to Frontier Corporation.

In June 2011, the company repositioned itself into a social gaming site and discontinued user social network accounts.

That encourages companies to reposition existing brands rather than take the extra risk and cost of developing a new one.