Dunkin Donuts to Dunkin`: A Rebranding Exercise

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: MKTG436
Case Length: 9 Pages
Period: 1948- 2019
Pub Date: 2021
Teaching Note: Available
Price: Rs.300
Organization : Dunkin Brands Group, Inc
Industry : Food & Beverage
Countries : India
Themes: Branding Strategy, Advertising & Promotion, Brand Revival, Brand Strategy
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


On September 22, 2018, Dunkin Brands Group, Inc. (Dunkin), announced that it had dropped the name ‘Donuts’ from ‘Dunkin Donuts’ and rebranded itself to only ‘Dunkin’. Effective January 1, 2019, all the stores across the US were to display the new name and logo. The change in the brand name was the result of the company’s plan for a premier brand positioning in the beverages sector and for relating more to the millennial generation. As part of the rebranding exercise, Dunkin planned to shift its focus to teas and coffees and add a wide variety of menu items without restricting itself to donuts. Changing consumer preferences and the need of customers for healthy products were reportedly he triggers for the rebranding..

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