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Question
Established in 1950 with a single store in Quincy, MA, Dunkin’ Donuts is the world’s biggest baked goods and coffee chain, with more than 11,300 restaurants worldwide − 8,500-plus in the U.S., 3,200-plus across 36 countries. However, the company announced it would be changing its name to Dunkin’, dropping the Donuts part. The company made this change to diversify the products that can come under it apart from donuts. Identify the function of Marketing.
Options
Product designing and development
Branding
Packaging and labelling
Promotion
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Solution
Branding
Explanation:
In the scenario described, Dunkin’ Donuts is changing its name to ‘Dunkin’ to better reflect its expanded product offerings beyond just donuts. This act of name change to reposition itself in the market is directly related to branding – it’s about creating and updating the identity of the business to better align with its market strategy.
