The objective of this study is to analyse the influence of brand attitude factors on purchase intention, the comparison of brand attitude factors, the positioning of the Charm Body Fit Super Slim in the slim-type female napkin market and recommend competitive strategy for Charm Body Fit Super Slim. The study adopted qualitative and quantitative methodology including content analysis. Independent sample t-test, multiple regression, and multidimensional scaling were used to analyse data. The study sample was 100 people in addition to interviewing 10 respondents for an in-depth analysis. The results confirmed Brand Attitude had no significant persistent influence on purchase intention. There is significant influence of product quality, attitude on price, attitude on brand perception and usage attitude on purchase intention. There is no significant effect on purchase intention of product attributes, attitude on advertising, and in-store promotion. The positioning of Charm is the slim-type female napkin brand that is quality oriented. The study recommends competitive strategy in the form of product development using Japanese R & D technology, price promotion with tagline “Anti Spread Anti Leak, No Pouch No Worry”, and campaign #SayYesToSlim.