Read the Management Decision case in Chapter 3: Marketing Planning Helps Dunkin Donuts Score Big in Customer Coffee Loyalty before answering the discussion questions.

Dunkin Donuts' decision to rebrand as Dunkin was based on consumer research.

What is Dunkin's essential value proposition?

How can Dunkin stay relevant in the face of the onslaught of competition in the coffee space?

What are the risks when a company that has a strong brand decides to change its focus to a different product, different name, or logo?