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.
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