Aniline Germany. Today, the name of BASF, originally "Badische Anilin- und Soda-Fabrik" (English: Baden Aniline and Soda Factory), now the largest chemical supplier, echoes the legacy of the synthetic dye industry, built via aniline dyes and extended via the related azo dyes. The first azo dye was aniline yellow. In the late 19th century, aniline emerged as an analgesic drug, its cardiac-suppressive side effects countered with caffeine. During the first decade of the 20th century, while trying to modify synthetic dyes to treat African sleeping sickness, Paul Ehrlich – who had coined the term "chemotherapy" for his "magic bullet" approach to
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