In $2014,$ P&G announced that it would sell approximately half its brands in order to rev total profit$),$ while the other $100$ brands it owned only accounted for $$2\mathrm{.}4$ billion in sales

Plan brand extensions based on customer needs.

Make brands as narrow as possible.

Make brand decisions subservient to decisions about customer relationships.

Take no heroic measures.

Change how you measure brand equity.