As we know positioning means occupying a slot in the mind of the consumer as against the other brands. Liril occupies a ‘ freshness ‘ slot and Surf, the ‘ stain removal ‘ slot. As there is brand proliferation, it has become increasingly more difficult to slot the brands. A brand has to choose a position that distinguishes it from other brands, e.g. Lux is a beauty s0ap, Dettol is  an antiseptic and Pears gives blemish free skin. When product variants are introduced to cater to the different segments of the market, it is to be seen that the original position is not diluted. Thus Lifebuoy Gold directed at young girls still occupies anti-germ slot. The origional Lifebuoy is meant for rural folk but its position as anti-germ soap is kept intact. When a brand is expected to address itself to new segments, it is necessary to issue sub-brands, e.g. Videocon is a mass market TV and its premium versions have been sub-branded as Bazooka.