When analyzing the external environment, utilize Porter's Five Forces. Opportunities and threats seem to be a little harder for people to examine.

The "need" to rebrand is often the result of a merger/acquisition, new funding, leadership change, or the external environment has evolved and your brand is no longer a promise but a liability.

BEIJING, Dec 16 (Reuters) - China's economy faces a more complex and severe external environment amid weakening global economic growth, requiring arduous work to promote a continuous recovery, the ...