A new video needs to be produced that explains the reasons that the company wants to do this, and the specific way they view it as a financial benefit.

Then the union needs to pick apart each and every argument.

As it stands, I still don't have a clear idea as to how the company believes this is beneficial, and how beneficial it actually is.

Does it increase revenue $100,000 per day? $1,000,000 per day? How do they feel about giving up control of the brand... and have they placed a value on that? It's these type of questions that need to be answered (though the actual questions are more complex than how I have simplified it).