This approach provides the company with great scope to achieve synergies across the different businesses. The potential downside is that if the corporate brand name is spread across many diverse businesses it can end up meaning very little, as in the case of Mitsubishi in Japan, where the name is used by some sixteen different companies, including Mitsubishi Corporation, Mitsubishi Electric, Mitsubishi Motors, Mitsubishi Chemical, Mitsubishi Oil, Mitsublshi Materials, Mitsubishi Paper, Mitsubishi Plastics and Mitsubishi Construction (Ries and Ries 2002).