Repositioning Strategy of Dunkin Donuts and the Functions of Packaging

Discussion
Name
Institution / Affiliation
Repositioning
Repositioning offers a business an opportunity to change the way consumers interact with their brands and products. It presents a revised brand assurance and, at times, changes in business operations and the adoption of new products (Utarsih, 2017). Thus said, Dunkin represents the myriad benefits of brand repositioning to a business. In recent times, Dunkin Donut has been expanding its association with its customers and rebranding to Dunkin'. Before the reposition, the brand's core products, donuts, became less appealing to customers, thus decreasing sales, traffic, and profits.
Dunkin has been repositioning its brand as a Beverage Company focused on coffees and drinks, representing 60% of its business. The repositioning has been evident in the brand's packaging, website, and social platforms, advertising, to mention a few (Brand channel, 2020). Although donuts and coffee remain staple to the brand, the shortening of the brand name to Dunkin' has allowed the company to increase the product portfolio, including expanded coffee products and flavored and frozen beverages.
Dunkin's repositioning has significantly increased sales as well as the relationship with consumers. For instance, the company has recorded increased sales in the quick-service restaurant category. Similarly, the franchise sales and profits have substantially changed with the organization focusing on product mix with higher profits and less labor-intensive products. The repositioned brand has earned multi-generational appeal to the consumers.
Over the years, famous brands have repositioned themselves to get consumers to view existing products differently. Typically, when a company repositions itself, they either present a new product or reintroduces an existing product. For example, Hallmark has changed fr...