What strategy does the Avis advertisement "we are second, so we try harder" exemplify?

The Avis advertisement "we are second, so we try harder" exemplifies positioning by competitor. This strategy involves defining a brand’s identity in relation to its competitors. By acknowledging that they are the second-largest car rental company, Avis successfully conveys a sense of determination and commitment to customer satisfaction. The message implies that being in a competitive position motivates them to deliver excellent service and strive to outperform their larger competitor.

This approach effectively differentiates Avis from market leaders by turning a perceived disadvantage into a strength, suggesting that customers can expect better service because of their commitment to trying harder. This positioning strategy leverages competitor dynamics, focusing on the brand's relationship with its competition to resonate with consumers who may value greater effort and customer care.