reposition
verb [ T ]
MARKETING, WORKPLACE, MANAGEMENT uk/ˌriːpəˈzɪʃən/ usto change the way that people think about a product, service, or company:
She has completely repositioned the newspaper, from the political right to a broadly left of centre position.
reposition sth as sth The airline has been trying to reposition itself as a regional carrier, but it still spends like a national one.