Positioning Avis using the claim that "We're No. 2. We Try Harder." was an example of ________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question

Quizplus · Accepted Answer

Positioning against competition involves defining a brand's uniqueness in the context of a competitor. Avis used "We're No. 2. We Try Harder" to differentiate itself from the market leader (Hertz) by emphasizing its commitment to effort and customer service, directly positioning itself against its competition.

Positioning Avis Using the Claim That "We're No