When you think about donut shops around the world, one of the most recognizable would be Dunkin' Donuts. In fact, it had become such a mainstay in American and worldwide culture that no one would fathom the brand changing. However, this past September, it became a reality with a simple name change. For a better understanding of what this entailed, as well as how it can change the business moving forward, here are some observations by an online marketing company.
This past September, Dunkin' Donuts formally announced that it would be changing its name to "Dunkin'," dropping the former term. When this change was announced, it seemed like the general public had mixed reactions. Some saw it as a bold shift, others regarded it as needless, and the rest saw it as a historic name being diminished. Regardless, there are reasons behind this change, which names such as fishbat.com can highlight.
For those that feel like Dunkin's name change was unneeded, keep in mind that it isn't solely a donut-focused company anymore. In fact, Dunkin' had become just as popular for its bevy of drinks as well. Everything from their coffees to their lattes to their hot chocolates are enjoyed by people around the world. Why should the name of the company be so closely associated with donuts when they offer much more?
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.
This past September, Dunkin' Donuts formally announced that it would be changing its name to "Dunkin'," dropping the former term. When this change was announced, it seemed like the general public had mixed reactions. Some saw it as a bold shift, others regarded it as needless, and the rest saw it as a historic name being diminished. Regardless, there are reasons behind this change, which names such as fishbat.com can highlight.
For those that feel like Dunkin's name change was unneeded, keep in mind that it isn't solely a donut-focused company anymore. In fact, Dunkin' had become just as popular for its bevy of drinks as well. Everything from their coffees to their lattes to their hot chocolates are enjoyed by people around the world. Why should the name of the company be so closely associated with donuts when they offer much more?
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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