To paraphrase Shakespeare, what’s in a brand name? Pretty much everything!
But the Dunkin’ Donuts brand you once knew is going. In its place is the newly reformed “Dunkin.” And loyal customers are upset.
Photo Courtesy of Dunkin’ Donuts
USA Today writes: We buy Cokes, not sodas; Starbucks, not coffee; iPhones, not mobile phones. Typically, brands make us feel like an item is of higher quality than a similar generic product … And brands exploit this by deliberately linking their brands to positive emotional triggers. Coca-Cola embraces cuddly polar bears and world peace; Apple has, well, the Red Delicious apple.” https://www.usatoday.com/story/money/2017/08/28/whats-brand-name/599143001/
Due to a major rebranding campaign, the 68-year-old Dunkin’ Donuts is dropping the “Donuts” from its name, changing to just simply “Dunkin.” This rebranding is followed by new drinks and a new store design featuring kiosks and drive-thru lanes for mobile orders. While Dunkin’ Donuts prepares to test this new concept in around 50 stores, the company said in a statement that it would not make any permanent decisions regarding the branding until later this year.
Nonetheless, fans are not happy with the change. Here are some angry and confused tweets:
Photo Courtesy of Twitter
Photo Courtesy of Twitter
Photo Courtesy of Twitter
It’s difficult to know the motivations of corporate America, but perhaps the brand is simply looking to expand its product line outside of donuts. To perhaps include other bakery products and its now well-loved, well-priced coffee; which is even sold separately in grocery stores.