2-2 Blog: The Importance of Brand Positioning

Dunkin’ Donuts has always been able to successfully position themselves in their given industry throughout their life cycle against Starbucks. In September of 2018, Dunkin’ Donuts wanted to reposition their brand name and logo to align with how consumers felt about their brand (Welcome to Dunkin’: Dunkin’ Donuts Reveals New Brand Identity 2019). Most consumers would refer to Dunkin’ Donuts as “Dunkin’, making them on a first name basis with the brand (Welcome to Dunkin’: Dunkin’ Donuts Reveals New Brand Identity 2019). Dunkin’ Donuts wanted to acknowledge this relationship that they had with their consumers and revealed their new name as just “Dunkin”. They stated that this change would officially go into effect in January of 2019 (Welcome to Dunkin’: Dunkin’ Donuts Reveals New Brand Identity 2019).

In January of 2019, Dunkin rolled out their new branding that included all new packaging in order to reflect the new brand name, but with the same iconic vibrant colors (We’re Making It Official: Dunkin’ Rolls Out New Branding 2019).Dunkin’s CEO and President David Hoffman stated the following in regard to their new branding: “Our new branding is one of many things we are doing as part of our blueprint for growth to modernize the Dunkin’ experience for our customers. From our next generation restaurants, to our menu innovation, on-the-go ordering and value offerings, all delivered at the speed of Dunkin’, we are working to provide our guests with great beverages, delicious food and unparalleled convenience. We believe our efforts to transform Dunkin’, while still embracing our incredible heritage, will keep our brand relevant for generations to come.” (Taylor, 2018).

When developing a new brand name for a company, in this case Dunkin’, it is important to listen to your consumers and help create engagement amongst them. When making the change from Dunkin’ Donuts to Dunkin, Dunkin’ wanted to align themselves with how consumers viewed the company. In addition, refreshing the almost 60-year brand, was something the company needed in order to stay relevant within the industry. 

Resources

Taylor, K. (2018, September 26). Dunkin’ Donuts’ CEO reveals the 2 reasons behind the chain’s decision to slash the ‘Donuts’ from its name. Retrieved September 13, 2020, from https://www.businessinsider.com/dunkin-donuts-name-change-explained-by-ceo-2018-9

Welcome to Dunkin’: Dunkin’ Donuts Reveals New Brand Identity. (2019, September 25). Retrieved September 13, 2020, from https://news.dunkindonuts.com/news/releases-20180925

We’re Making It Official: Dunkin’ Rolls Out New Branding. (2019, January 24). Retrieved September 13, 2020, from https://news.dunkindonuts.com/blog/were-making-it-official-dunkin-rolls-out-new-branding

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