Brand repositioning is the strategic process of altering the target market's perception of a brand relative to competing offerings. As an academic concept and research domain, it investigates the motivations, strategies, implementation challenges, and market outcomes associated with modifying a brand's identity, image, or target segment to enhance relevance, competitiveness, and long-term equity in evolving market landscapes. Key characteristics include its dynamic nature, reliance on market intelligence, and focus on managing consumer perceptions and associations.