In September 1999, Unilever announced that it would trim over one thousand brands. The company wants to focus on 400 of its current 1,600 brands, with a core group of so-called power brands that are known globally or region-wide (e.g., Magnum ice cream, Lipton tea, Vaseline skin cream). These 400 brands accounted for 90 percent of Unilever’s 1998 sales revenues. The brands outside the core group will gradually lose marketing support, then ultimately sold, withdrawn, or consolidated into bigger brands. Discuss Unilever’s decision. What do you as possible advantages? Disadvantages?