A company had more than 1,500 different brands, most of them antiquated or no longer in use. These brands existed in countries around the world. The company decided its brands needed streamlining. Initial research showed that the majority of the brands were mostly product labels that customers neither used or knew about. From this research seven family brands were selected to replace and simplify the previous brand portfolio. Additional global research indicated how these brands should be positioned against competitor brands so that they could be aligned and strengthened properly. In addition to successfully restructuring the company's brand portfolio, the brand research was designed as a tracking study and the strength of the realigned brands could be measured year to year. What should the company's next marketing steps be?
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