That is the first thing to identify need of reinventing the brand (Onkvisit and Shaw, 2009, pp. 18-19). Is it required to reinvent the brand to thwart the threat of a new entrant? Does it need to reinvent itself to keep it relevant to new breed of customers? Is the reinvention necessary because there is some negative publicity and the company wants to change its image in the minds of the public? In case of McDonald, it is found that the company wants to rebrand itself because of the following reasons. It wants to reinvent and reposition itself as environment and health friendly company (Barriaux, 2007, pp. 10-12). The company wants to remove all the negative publicity about the company and prove that they are different and they care. The company wants to change its image from just a fast food chain to a family owned restaurant. The company wants itself to be perceived not just a burger company but as one providing variety of food options (Arcature and Arcature, 20, 9, pp. 61-62). Next step is to identify what are skills and competencies of a particular consultant? That is the consultant suitable for the particular exercise that McDonalds wants to undertake. What are the main qualities of the employees in the particular consultant? . Brand McDonalds.
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