In 2014, P&G announced that it would sell approximately half its brands in order to revive sales growth and save costs. At the time, P&G's top 80 brands accounted for $84.1 billion in sales (95% of total profit), while the other 100 brands it owned only accounted for $2.4 billion in sales. Which of the directives for customer-centric branding strategies does this most closely represent?

		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