We come across several instances of brands being positioned on attributes. As the brands are introduced, they are positioned on a single benefit, e. g. a toothpaste that contains clove oil. As brands evolve and reach further stages in their life cycle, positioning is changed to newer attributes, e.g. these days we  need flat TVs, TVs with surround sound, LED TVs, smart TVs etc. Even our fridges are now freshetarians — they keep things fresh.Some do quick chilling to make ice quickly and some have water dispensers in the door. The benefits are accepted when a strong need is felt for a brand with such attributes. A water purifier is to protect against water-borne diseases, and an automatic washing machine has to ease the life of a working couple. Sometimes some attributes require concept selling, e.g. dish washers and air-friers. While positioning on the basis of attributes, different models or product versions may be necessary for different segments of the market. Attribute positioning is possible for both high involvement and low involvement consumables. In fast moving consumer goods, attribute positioning may lead to different versions of the same brand –‘ your kind of Lux for your type of skin.’ A shampoo that nourishes hair (rational benefit) and gives it a shine (psychological benefit) uses a combination of benefits to position itself.