Vanity Fair, the Makers of Lee Jeans, Learned from Market

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as being for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____.

A) product positioning
B) product repositioning
C) brand extension
D) brand leveraging
E) brand revival