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Question - Dunkin' announced last week that there were removing 'Donut's from the brand identity. Read the article and watch the attached video talking about the challenge culture of how a brand plays an important role in developing a worldwide business (Topic broadens somewhat). Discuss the benefits / reasons for changing the brand. And explore other brand name changes that have occurred in the business world. How important, or threatening, is this for existing consumers? Or is the brand overrated?

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