????近期，寶潔公司（Procter & Gamble）宣布計劃剝離100個品牌，其中一些知名品牌，包括金霸王（Duracell）電池、博朗（Braun）剃須刀、象牙皂（Ivory）等，可能很快會找到新下家。

????路透社（Reuters）和《華爾街日報》（The Wall Street Journal）均曾預測哪些品牌會被砍掉。作為吉列（Gillette）剃須刀和佳潔士（Crest）牙膏的制造商，寶潔公司正預備進行“瘦身”，將重心放到占公司近期銷售額90%和利潤95%的70-80個品牌。

????路透社援引知情人士透露的消息，稱金霸王和博朗將是被剝離的兩項規模最大的資產。而《華爾街日報》則認為，寶潔可能放棄表現不佳的象牙皂品牌，但該報道純屬猜測。

????無論如何，從規模來看，幫寶適（Pampers）紙尿褲和吉列剃須刀等頂級品牌仍是安全的。其他因為規模可能幸免于難的品牌包括潘婷（Pantene）、玉蘭油（Olay）、歐樂B（Oral-B）和Bounty紙巾等。在寶潔宣布“瘦身”計劃的同時，桑福德伯恩斯坦公司（Sanford Bernstein）的分析師阿里?迪巴吉發布了一份由該公司和歐睿國際（Euromonitor）跟蹤的寶潔全球品牌排名，前面提到的這些品牌都是去年的暢銷品牌。

????在歐睿國際-伯恩斯坦列出的品牌名單中，象牙皂2013年以1.12億美元的銷售額，排在第69位。而金霸王電池竟然未能上榜，博朗旗下只有歐樂B一項業務榜上有名（去年銷售額為3,400萬美元，排在第108位）。

????寶潔公司近年來尚未公布過太多的剝離計劃，因此此次動作非常值得關注。在2012年，寶潔出售了品客薯片（Pringles），2011年，又曾先后剝離了激爽（Zest）肥皂和PUR凈水產品。相比之下，聯合利華（Unilever）表現的更為激進，今年它先后售出了旗下的Slim-Fast、樂谷（Ragu）與佰多力（Bertolli）三個品牌。（財富中文網）

????翻譯：劉進龍/汪皓

????Procter & Gamble recently announced plans to shed up to 100 brands, and it appears some well-known names — including Duracell batteries, Braun shavers and Ivory soap — could soon find new homes.

????Reuters and The Wall Street Journal have both speculated which brands could be on the chopping block. P&G , the maker of Gillette razors and Crest toothpaste, is planning to streamline its business and focus on 70 to 80 brands, which are responsible for about 90% of the company’s recent sales and 95% for profit.

????Reuters, citing people familiar with the matter, said Duracell and Braun are two of the largest assets likely to be divested. The Journal, meanwhile, floated the underperforming Ivory soap brand as a possible brand that could be shed, although the Journal report is more speculative.

????In any case, top brands such as Pampers diapers and Gillette appear safe based on their size and scale. Other likely keeps because of their size include Pantene, Olay, Oral-B and Bounty. At the time of the P&G divestiture announcement, Sanford Bernstein analyst Ali Dibadj issued a list of P&G’s global brands tracked by the firm and Euromonitor, and those brands were all among the top sellers last year.

????Of the brands listed by Euromonitor-Bernstein, Ivory ranked 69th with $112 million in 2013 sales. Duracell notably wasn’t on that list, and only Braun’s Oral-B business unit was included (ranked 108th with $34 million in sales last year).

????P&G hasn’t unveiled too many divestitures of late, so this action is pretty notable for the company. It sold off Pringles in 2012 and in 2011, unloaded Zest soap and PUR Water Purification Products in separate transactions. Rival Unilever has acted more aggressively on divestitures of late, agreeing to shed the Slim-Fast, Ragu and Bertolli brands this year.