Sealy, the self-proclaimed largest manufacturer of mattresses in the U.S., recently set out to redefine its function in the bedrooms of America. No longer did it want to be known as simply a mattress company. It wanted Sealy to be known as the world's leading "sleep wellness provider." This is an example of __________.

Question

Quizplus · Accepted Answer

This is an example of repositioning, where Sealy is trying to change the perception of its brand from being just a mattress company to a sleep wellness provider.

Sealy, the Self-Proclaimed Largest Manufacturer of Mattresses in the U