Sealy,the largest manufacturer of mattresses in North America,recently set out to redefine its place in the bedrooms of consumers.No longer was it going to be associated as a mattress company.Henceforth,the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of:

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This is an example of repositioning, as Sealy is changing the way it is known in the market and shifting its brand identity from just a mattress company to a provider of overall sleep wellness.

Sealy,the Largest Manufacturer of Mattresses in North America,recently Set Out