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Naming and verbal identity is an essential foundation of successful strategic brand development. Explore the best practices in naming on Branding Strategy Insider.
Changing Your Brand Name

Changing Your Brand Name

August 14, 201722674 min

Recently, Dunkin’ Donuts announced that it was looking at dropping the ‘Donuts’ part of its name in selected stores in order to highlight there’s more to the brand than the products it’s synonymous with. Is that a smart move?

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