Dunkin Donuts to Dunkin`: A Rebranding Exercise
| 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 |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
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..
Buy this case study (Please select any one of the payment options)
| Price: Rs.300 |
Price: Rs.300 | PayPal (7 USD) |
