Dunkin’s Rebrand: How Simplifying a Name Strengthened a Brand
Dunkin's Successful Brand Positioning Dunkin’, once known as Dunkin’ Donuts, is a fast food brand that has built its identity around serving quick, quality coffee along with drive through breakfast foods. Its mission is to make people’s day by offering great-tasting beverages and food, served fast and fresh. (Pereira D., 2023). Over time, the brand has evolved to reflect changing consumer habits, focusing more on being a beverage-led, on-the-go brand. This shift was reinforced through a major rebrand in 2018, when the company officially dropped “Donuts” from its name. By simplifying its branding and emphasizing convenience and coffee, Dunkin’ has repositioned itself to stay relevant in a competitive market while still delivering on its core promise. This change signals to consumers and competitors that Dunkin’ is more than a donut shop but serious competition in the coffee market. The updated logo kept the recognizable pink and orange color palette, maintaining brand familiarity w...
