Positioning when it comes to brand and product refers to the way and space a product "takes up" in a consumer's mind as it relates to the market, their life, and competitive products (Kerin & Hartley, 2022). This is useful information for marketing within companies so that a company understands if it is the positioning that the brand is trying to achieve or if it needs to be revitalized - aka repositioned. "This requires product repositioning, or changing the place a product occupies in a consumer's mind relative to competitive products," (Kerin & Hartley, 2022).

A product that could benefit from repositioning in my industry (higher education) is perhaps the traditional four-year university degree. With technical degrees or certificates for jobs like welding, electrician, radiology, and other trades, I am seeing that students are less inclined to pursue a four-year degree as the automatic "next step" after college. While four-year degrees are necessary for many professions, the consensus among newer high school graduates is not always a bachelor's degree by default like it was in the past. I do think there is value for some professions but there could be value in repositioning the brand of a bachelor's degree in order to ensure that the students who would benefit from it don't shy away from it. How would I go about managing a repositioning effort? I would try to target a specific market directly - high school-aged students and perhaps run a campaign with my university about alumni and what industry/jobs they are in because of the bachelor's degree they obtained. I think a heavy marketing campaign would be needed since there is so much marketing that goes out to high schoolers already about higher education - it would have ot involve a very specific repositioning to overcome the overwhelming bombardment of current marketing to them.

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