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  1. nininaz's Avatar
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    #1

    to guide its brand through these difficult situations

    Hello All,

    ...when that happens to a brand with a worldwide presence, the company get contradictory results.
    In its home culture, the brand may benefit from being a sort of national treasure;however, it may suffer overseas from being a symbol of
    foreignness.
    The McDonald's restaurant franchise offer just one prominent case of corporation fighting to guide its brand through these difficult situations...


    What does 'guide its brand through something' mean?
    I can't find the equivalent meaning of the guide in the following dictionaries:
    http://www.ldoceonline.com/dictionary/guide_2
    http://dictionary.cambridge.org/search/british/?q=guide
    Source:Inside reading 2 second edition
    Thanks.

  2. Tarheel's Avatar
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    #2

    Re: to guide its brand through these difficult situations

    Well, I wouldn't call McDonalds a national treasure. Certainly a company can have problems overseas that it doesn't have at home. There might be language difficulties, for example. There might be cultural differences. The company will either adapt and succeed or it won't.

    The McDonalds corporation has the advantage of being well-known. That can work for you or against you. MCDonalds is a franchise operation. That means that each McDonalds is owned locally. (There are a few exceptions.) That should mean that the owner of a McDonalds knows the area. Thus, most business decisions are made by somebody on the spot.

    McDonalds is a well-known brand. McDonalds wants that brand to say something positive for the corporation. Every company is going to have problems. (Some companies have grown quite large and then failed.) It's how they handle those problems that decide whether they will succeed or not. By "guide its brand through these difficult situations" it means that McDonalds wants people to keep thinking positively about its brand despite whatever changes are taking place.


  3. nininaz's Avatar
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    #3

    Re: to guide its brand through these difficult situations

    Quote Originally Posted by Tarheel View Post
    By "guide its brand through these difficult situations" it means that McDonalds wants people to keep thinking positively about its brand despite whatever changes are taking place.

    Could you please tell me, which definition of 'guide' on the following link will be match as the the meaning of "guide something through"?
    http://www.learnersdictionary.com/definition/guide
    http://oaadonline.oxfordlearnersdict...ionary/guide_2
    http://www.ldoceonline.com/dictionary/guide_2
    Last edited by nininaz; 23-Aug-2014 at 18:33.

  4. Tarheel's Avatar
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    #4

    Re: to guide its brand through these difficult situations

    I like this one:

    guide:to direct or control the path or course of (something)
    • He claims that there were unknown forces guiding the outcome of the election.
    • He carefully guided the ship into the harbor.
    • She guided her team to victory.


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