The risks in P&G's brand cull

08/5/2014 | Building Strong Brands blog · Quartz · Reuters

Procter & Gamble is culling up to 100 brands and refocusing on just 70 to 80 "core" brands that make up nearly all the company's revenue and profit. The problem, Tim Calkins writes, is that such a move assumes customers will stick with P&G and that a narrower focus won't leave it vulnerable to competitors. "P&G can't [just get] rid of Era or Cheer. If they stopped using one of the brands a competitor could pick up the trademark at no cost and bring it back to life," he writes.

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Building Strong Brands blog · Quartz · Reuters

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