Collaborating with students to convert class materials into a peer-reviewed publication
Start Date
November 2025
End Date
November 2025
Keywords
Dunkin’, Rebranding, Brand identity, Digital transformation, Menu innovation, Keller’s brand equity model, Food
Abstract
This session showcases how classroom study materials were collaboratively developed with a student into a peer-reviewed case study publication. The case examines Dunkin’ Donuts’ rebranding strategy, highlighting how the company redefined its identity to align with shifting consumer preferences and respond to industry trends. By analyzing Dunkin’s transformation into “Dunkin’,” the study explores the strategic considerations, execution, and outcomes of the rebranding effort, offering insights into how legacy brands can remain competitive and relevant in a rapidly changing marketplace. Session objectives include examining the drivers behind Dunkin’s rebranding, assessing its impact on brand equity and consumer engagement, and identifying lessons for other quick-service restaurant brands facing similar challenges. The intended audience includes academics, students, and practitioners interested in marketing strategy, branding, and consumer behavior, particularly those who seek practical, real-world examples to enrich teaching and research. This session not only provides valuable insights into strategic rebranding but also demonstrates the potential of turning classroom projects into publishable scholarship that contributes to both academic and professional communities.
Learning Outcomes
Understand the motivations and challenges behind Dunkin’s strategic rebranding.
Examine how brand positioning and identity influence consumer perception and market competitiveness.
Discuss the impact of rebranding on brand loyalty and long-term performance.
Evaluate how Dunkin leverages digital transformation and product mix innovation to align with modern consumer values.
Apply Keller’s Brand Equity model to analyze strategic rebranding within the quick-service restaurant (QSR) industry.
Develop recommendations for QSR brands adapting to evolving consumer trends based on Dunkin’s experience.
Track
Teaching & Learning Technologies
Session Type
25-Minute Session
Collaborating with students to convert class materials into a peer-reviewed publication
This session showcases how classroom study materials were collaboratively developed with a student into a peer-reviewed case study publication. The case examines Dunkin’ Donuts’ rebranding strategy, highlighting how the company redefined its identity to align with shifting consumer preferences and respond to industry trends. By analyzing Dunkin’s transformation into “Dunkin’,” the study explores the strategic considerations, execution, and outcomes of the rebranding effort, offering insights into how legacy brands can remain competitive and relevant in a rapidly changing marketplace. Session objectives include examining the drivers behind Dunkin’s rebranding, assessing its impact on brand equity and consumer engagement, and identifying lessons for other quick-service restaurant brands facing similar challenges. The intended audience includes academics, students, and practitioners interested in marketing strategy, branding, and consumer behavior, particularly those who seek practical, real-world examples to enrich teaching and research. This session not only provides valuable insights into strategic rebranding but also demonstrates the potential of turning classroom projects into publishable scholarship that contributes to both academic and professional communities.