I found:
“De-Positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.” (From Wikipedia, the free encyclopedia)
This is not a particularly well-known marketing strategy, so value your domain accordingly.
Re disfavors and unfavourable opinions, anything dealing with negative emotions and comments on the internet tends to degenerate into bad feeling and this is not good for profits.