The company also added various brands offering different levels of service, like Extended Stay Deluxe and StudioPLUS.

He said the company should not add more recognized national brands, which could lock in pricing.

It now adds brands like J&B Scotch and Stubbs Queensland Dry rum.

They had already added other brands like WECO and Chiksan to their growing portfolio of oil field related machinery businesses.

The idea can always be reused later by modifying it to add new brands.

Adding huge brands like those would speed up Unilever's disposal of smaller brands, making the strategy that Unilever announced in February go into effect faster.

But it is seeking increased clout by adding other established brands to its lineup, which includes Canada Dry, Schweppes, Sunkist and Crush.

Sears, Roebuck & Company has been selling its Craftsman line on its Web site for several years and is about to add other brands.

They have to keep adding new brands.

The Wella purchase would add brands sold to salons such as Koleston Perfect colorants and System Professional shampoos.