what is meant by re positioning identify and describe companies that have successfully employed this strategy

This is for a Marketing class MKT310- Advertising and Promotions at California Coast University. IT NEEDS TO BE 300-500 WORDS

Here is the text book for the class and IT MUST BE USED FOR CITING AND REFERENCES:

Advertising and Promotion: An Integrated Marketing Communications Perspective
George E. Belch & Michael A. Belch, 2018
McGraw-Hill Education
ISBN.13: 978-1-259-54814-7