New products based on high technology are continuously being launched in the market. Although cutting edge technology has been applied to the products, some tend to fall behind in the market due to powerful innovations of competitive brands. Literally, it is within bounds to say that only the best technology is able to survive in the modern market. Despite the given circumstances, new high-tech products are not always successful. What is the reason for high tech products not being successful? It is because of the consumer's perceived risk. In the end, the success of new high-tech products began from consumer. Therefore, how a company promotes the new high- tech products to the consumers may be more important than the high-tech product itself. From this perspective, this research was conducted by focusing on the positioning strategy of new high-tech products with the brand reputation and attribute types. The experimental design of this research is comprised of 2(positioning of attributes: concrete vs. abstract) × 2(reputation of brand: high vs. low) × 2(type of attribute: key attribute vs. trivial attribute). As a result, concrete attribute positioning was more positive than abstract attribute positioning. Brands with high reputation had no effect of attribute positioning but brands with low reputation was more positive in terms of concrete attribute positioning. For differentiation based on key attribute of brands with high reputation was more positive in concrete attribute positioning. However, for differentiation based on trivial attributes, abstract attribute positioning was more positive than concrete attribute positioning.