Marketing
As you may have learned in your marketing class, product positioning refers to the value that consumers place on one product, on the basis of its attributes, relative to competitors' products. One important attribute that may influence consumers' purchasing decisions is the kind of warranty that is included with a particular company's product. Therefore, companies may choose to differentiate their products from competitors' products in part by offering better warranties. In other words, companies may position or reposition their products on the basis of product attributes that are important to consumers, including warranty provisions.

For example, E. Gluck Corp., which manufactures Anne Klein, Armitron, JLO, and, most recently, Donald J. Trump watches, provides a "limited-lifetime" warranty, meaning that the manufacturer guarantees the inner workings of the watch for the lifetime of the watch but does not guarantee normal wear and tear of the band and crystal. By providing a limited-lifetime warranty, E. Gluck Corp. distinguishes its products from those of other manufacturers, many of which offer only 10- or 11-year limited warranties. This difference in the duration of the limited warranty may influence consumers' purchasing decisions. Therefore, companies may be able to better position their products by offering better express warranties than their competitors.

Source: R. Kerin, S. Hartley, E. Berkowitz, and W. Rudelius, Marketing (New York: McGraw-Hill/Irwin, 2005), pp. 249–250.