Any online marketing company will tell you that rebranding comes with a level of risk. This is especially true for brands that have been around for decades, one of the most recognizable being Dunkin' Donuts. It, too, had gone through a noticeable rebranding cycle this past September. With the following information in mind, you'll have a better understanding of the change in question and the long-term impact that it could have.
For those that haven't been keeping up with the news, Dunkin' Donuts announced, in September, that it would be changing its iconic name. Since then, it had been referred to simply as "Dunkin'." For many people, this change is egregious, as they may not think that something so iconic should be changed. Others may regard it as a waste of time. However, it's a significant change, which the likes of fishbat.com will be able to attest.
One of the reasons why Dunkin's name change is significant is the products that the restaurant offers. While donuts might be what most people think of, the majority of adults step inside so that they can get their drinks. To be more specific, they enjoy the coffee, which comes in an array of flavors. In fact, the coffee in question has become so popular that people can buy it in stores. Why should Dunkin' focus so much on donuts when its beverages are arguably just as popular?
Dunkin's name change can also be seen as the company changing with the times. It's worth noting that the most recognizable brands in the world keep things short, as far as their names are concerned. Ask yourself which brand one would easily remember: "Steve's Cellphone and Computer Shop" or "Apple?" This is just one example, of course, but it speaks volumes about the importance of names from a branding standpoint.
For those that have been skeptical about the Dunkin' name change, understand that it was done for a number of reasons. It wasn't simply carried out because the company wanted to change its name on a whim. One of the biggest challenges in business, especially for companies that have been around for long periods of time, is staying relevant. It can be argued, then, that Dunkin's shorter name was established to help make the brand more contemporary.
For those that haven't been keeping up with the news, Dunkin' Donuts announced, in September, that it would be changing its iconic name. Since then, it had been referred to simply as "Dunkin'." For many people, this change is egregious, as they may not think that something so iconic should be changed. Others may regard it as a waste of time. However, it's a significant change, which the likes of fishbat.com will be able to attest.
One of the reasons why Dunkin's name change is significant is the products that the restaurant offers. While donuts might be what most people think of, the majority of adults step inside so that they can get their drinks. To be more specific, they enjoy the coffee, which comes in an array of flavors. In fact, the coffee in question has become so popular that people can buy it in stores. Why should Dunkin' focus so much on donuts when its beverages are arguably just as popular?
Dunkin's name change can also be seen as the company changing with the times. It's worth noting that the most recognizable brands in the world keep things short, as far as their names are concerned. Ask yourself which brand one would easily remember: "Steve's Cellphone and Computer Shop" or "Apple?" This is just one example, of course, but it speaks volumes about the importance of names from a branding standpoint.
For those that have been skeptical about the Dunkin' name change, understand that it was done for a number of reasons. It wasn't simply carried out because the company wanted to change its name on a whim. One of the biggest challenges in business, especially for companies that have been around for long periods of time, is staying relevant. It can be argued, then, that Dunkin's shorter name was established to help make the brand more contemporary.
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