Sealy, the largest manufacturer of mattresses in the U.S.recently set out to redefine its place in the bedrooms of America.No longer was it going to be associated as simply 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 _________.

Question

Quizplus · Accepted Answer

Sealy's decision to redefine its position and reputation by changing its brand image from a mere mattress company to a leading "sleep wellness provider" is an example of repositioning. Repositioning involves a change in a company's marketing strategy and brand personality to create a new market identity and perception in the minds of its customers.

Sealy, the Largest Manufacturer of Mattresses in the U