Warranty issuance is key in ensuring a healthy manufacturer—consumer relationship. Manufacturers hope to minimize warranty costs while consumers believe that good warranty promises better product quality and reliability. This paper presents a framework for optimizing the warranty period from the perspective of a manufacturer to maximize the total expected profits, while ensuring sustained consumer relation. The case study is based on a remanufactured electronic product, and we use real data from a local company with a global supply chain footprint to provide the numerical example.