A Brand By Any Other Name

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. 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 …