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What is an example of rebranding?
DUNKIN’ Earlier this year, Dunkin’ Donuts officially became Dunkin’. While the brand is synonymous with donuts, it no longer requires the actual word “donuts” to resonate with customers. Dunkin’ is an example of successful rebranding because it modernizes the experience for customers while staying true to its heritage.
Why are companies changing their names?
According to one expert, rebranding is often used to update a company’s name to reflect cultural changes in consumer behavior or values, as when Kentucky Fried Chicken became KFC, dropping the “fried” as consumers increasingly looked for healthier choices.
What are two of Dunkin’s competitive advantages over Starbucks?
Starbucks has also built a more premium brand, has stores that look more like a comfortable coffee house, has a more extensive menu, and greater product customization. Dunkin’ stores resemble more traditional fast-food eateries and they offer more competitive pricing relative to Starbucks.
What is company rebranding?
Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.
Why should a company rebrand?
National to International. If your company is entering a more national or international market, a rebrand is sometimes needed for your company, products or services. A company may already be trading in the area you want to enter, that also has a similar brand to yours and to avoid confusion or legal complications, a rebrand is necessary.
How to create a successful rebranding strategy?
Identify the Sore Points. Before diving deep into an entire rebrand it’s important to identify the reasons why you think your business could do with a refresh.
What are some examples of branding?
Branding often takes the form of a recognizable symbol to which consumers easily identify, such as a logo. Common examples include the Nike swoosh, the golden arches of McDonald’s and the apple used by Apple Computers.
Why branding is about more than a logo?
Brands live within culture, and so they are a reaction to us and our world and the things that are happening in it. That’s huge. A brand is so much more than a logo and a color palette and not-terrible typefaces. We should be building brands people are excited by and curious about, brands they’ll rally around.