What does reposition mean?
Reposition means to put something in a different place or position. The term is especially common when describing the adjustment of equipment, furniture, machinery, or a person’s physical stance: a technician may reposition a cable, or a patient may be repositioned for treatment. It also has an important figurative use, meaning to change the strategic or public position of a business, product, organization, or person. A company might reposition a product after a change in market demand, while a politician might reposition an argument in response to criticism. The word conveys deliberate movement rather than accidental displacement, and it often suggests an intended improvement in arrangement, function, or perception. Reposition is a transitive verb and is commonly used in business, media, design, healthcare, and technical writing.
verbTo move something into a different position or location. In figurative contexts, it can mean to change someone’s or something’s strategic, professional, or public image.
- To move something into a different position or location.
- To change the strategic, professional, or public image of a person, organization, product, or idea.
"The company repositioned its product to appeal to a wider range of customers."
"The technician carefully repositioned the monitor so that it faced the window."
"After the criticism, the spokesperson repositioned the proposal as a practical long-term plan."
Repositioning a physical object is straightforward; repositioning a brand or career can transform how people perceive it.
Reviewed by Deb Chak, Editor. AI-assisted content curated by RJS Tech Solutions LLP.
Where does reposition come from?
Reposition was formed in English by combining the prefix re-, meaning again, with position, meaning the act of placing or the place occupied by something. Position comes through French from Latin positio, a noun derived from ponere, “to place.” Many English words such as proposition, opposition, deposition, and exposition come from the same Latin family of roots involving placement or setting down.
Related word forms
How reposition is actually used
The word is commonly used in technical, commercial, and professional contexts. It often implies a deliberate change intended to improve presentation, effectiveness, or perception.