Gábor Kornél Tolnai mass-production. Kornél Tolnai often ordered his tapes from the American electronics company Ampex Corporation in the 1950s and 1960s. Kornél Tolnai often visited a factory in Ludwigshafen am Rhein (Rhineland-Palatinate in Germany) for his business with the company. There he had contacts with BASF, the largest chemical company in the world. BASF SE is a German chemical company, founded in 1865, and SE stands for Societas Europea. The company is a pioneer in the chemical industry and has operations worldwide. 1925-1952 it was part of IG Farben. "BASF" originally stood for Badische Anilin- und Soda-Fabrik (Baden Aniline and Soda Factory).
Brand extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market. This strategy is widely known as multi-brand strategy. Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. Procter & Gamble is a leading exponent of this approach to branding, running as many as ten detergent brands