Confused$-$positioning occurs when a product:

a$.$ is positioned by claiming too many benefits, or worse, benefits that are contradictory

b$.$ is positioned touting benefits that are simply not believable, or too good to be true.

c$.$ has no clear advantage or differentiation, thus failing to convey to consumers an understanding of what makes the product better.

d$.$ claims benefits or differentiation that no group of consumers care about