This is the commercialization of two or more competing products under different brand names that belong to the same company. This strategy has the advantage of being very flexible and quite adapted to competitive, mature and segmented markets, where it is the only way to conquer market share. For example, Protène shampoos, Gillette shaving foam, Pringles chips and Duracell batteries all belong to Procter & Gamble. Also, Volkswagen owns Audi cars, Bentley, Bugatti, Lamborghini, SEAT, Skoda and Volkswagen. This strategy requires significant investments in each brand while no one can expect synergy effects.