Adding an attribute: For example, Fructis Shampoo adds a feature for hair conditioning with vitamins. This alters the original product providing an incentive for the consumer to purchase it.
Changing importance of attributes: Sometimes the importance of a product's attributes are no longer wanted and desired as much as before. Changing the importance and focus of its features could better match the target market's interests. An Example of this is Margarine. Butter is too fattening so they made margarine but even margarine has lost its taste so now Hellman's is focusing on cholesterol free mayo.
Extent to which a brand has certain attributes: Specific products have specific benefits and features that prove very dependable. Swiffer broom is a perfect example that shows how reliable and how much people perceive the Swiffer duster / broom to pick up all kinds of dust.
