You can map existing values to new values by using easy-to-use dialog UI.
How to Access?
From Column Menu on Character Column, select "Map / Convert Data" -> "Map ... to ...".
How to Use?
One to One mapping
To simply map an item to a new one, you can select values from the dropdown and assign new values.
Map multiple Existing Values to a same New Value.
To map multiple Existing Values to a same New Value, you can select existing values from the dropdown and assign the same New Value to each existing value.
For example, if you want to recode SFO (San Francisco International Airport), OAK (Oakland International Airport), and SJC (San Jose International Airport) to California, then you can assign California for all these three values as follows.