Do you know what brand name changes mean?
Dunkin’ Donuts recently announced it will be shortening its name by dropping the word ‘Donuts’.
Dunkin’ Donuts name has a strong brand personality. We’ve been trained to know what to expect from the brand by the way it identifies itself. It has meaning to us as consumers and is widely recognized. Why would they consider changing what others work so hard to achieve? They are currently the undisputed leader of the donut industry with a more than 60% market share, and a presence that runs to 11,300 restaurants globally.
Changes made to a brand name usually predict that things will not be the same as they were. By changing the name, companies hope to convey their transformation and focus. Often that desire for a renewed image is an effort to breathe life into a damaged brand.
When might a brand consider changing its name? When there is a change in strategic focus or the name change will enhance meaning and value in the minds of consumers.
Does ‘Dunkin’’, as a name, carry greater value than Dunkin’ Donuts? Is it just a result of current trends to use shorter names and/or acronyms.
Does it bring greater resonance to the consumer brand market where it has become more and more difficult to stand out?
And then, there is always this most important question remaining. Will consumers embrace it?
Is Dunkin’ Donuts unknowingly placing doubt in consumer’s minds because now they will be driven to determine whether the product is the same or has something about it changed? The perception in consumer’s minds becomes; what will we get from the Dunkin’ brand that we don’t already get now from Dunkin’ Donuts?
Would Dunkin’ Donuts change something if there wasn’t some sort of problem? Or… could this possibly be an agency’s strategy to generate a ton of work!