Brand Analysis DES 360 Hala Abu Shanab 53760
Brand Identity Dunkin Donuts brand identity entails the manner in which customers regard the brand. In most cases, it might be through the company's logo or other visuals. Notably, Dunkin Donuts brand identity is tangible and appeals to the senses of different people. In the recent past, the company has redesigned its restaurant and logo for a common perception. Brand identity helps customers differentiate Dunkin Donuts products from other products in the market. In a Dunkin Donut, the company's brand identity enables potential and prospective customers to recognize easily along with its punch line “America runs on Dunkin" (Dunkin Donuts).
Brand Image Essentially, brand image is the subconscious picture of the brand that people develops. Also, it determines customers’ expectations from the brand. Dunkin Donuts has the image of delicious donuts and coffee. Thus, the company cannot start making substitute products in spite of existing a ready market because its prospective customers will not accept the product because it dilutes the company’s image (Sutikno 41).
Brand Equity Dunkin Donuts has a high value of its brand. Notably, Dunkin Donuts brand equity can be measured using the following techniques; brand conversion, lifetime loyalty, brand separation, and lead time loyalty. First, Dunkin Donuts brand conversion entails the tradeoff between consuming Dunkin Donuts products instead of consuming from competing McDonald's products. Second, lifetime loyalty is the asset exchange subsidy McDonald's, Starbucks, and Honey Dew Doughnuts must give to a consumer to switch from Dunkin Donuts for the lifetime brand use (Dunkin Donuts). Third,
brand separation is the difference a consumer requires to buy Dunkin Donuts products instead of Starbucks or Honey Dew Doughnuts products. Fourth, Dunkin Donuts lead time loyalty is two folded. First, it entails the duration taken by the consumer before shifting to a less favorable brand such as Starbucks product. Second, Dunkin Donuts time loyalty requires the asset subsidy Dunkin Donuts must offer to the customer to change to Honey Dew Doughnuts or any other competitor for a single purchase.
Dunkin Donuts Logo Dunkin Donuts promote its public recognition through massive investments on its logo. Initially, Dunkin Donuts traded with a script version of the name Dunkin Donuts. However, the current logo was re-designed in 1976 improving the image of the logo through color differentiation. Notably, Dunkin Donuts logo comprises of a two-dimensional graphic symbol based on vector image formatting. The form of the logo enables the company to identify and distinguish its activities from those of competitors. Mainly, form comprises of the line, value, space, color, texture, and shape. They are designed to create a positive picture that attracts both prospective and potential customers.
Brand Architecture Dunkin Donuts brand architecture comprises pluralistic, monolithic, and endorser. Second, in monolithic architecture, Dunkin Donuts has a strong master brand loyalty which attracts customers to the restaurant. Third, a Dunkin Donuts has endorsed brand architecture because there is a ready market for the brand. First, Dunkin Donuts pluralistic brand architecture can be said to have a well-known consumer brand.
Logo Analysis Color
Dunkin Donuts logo reveals precisely the form elements through its attractive bright orange and hot pink color. The word Dunkin is in orange and Donuts in thick hot pink giving the texture of the logo a sense of feeling and warmth.
Line
The line is the fundamental element of a company's logo because it gives the Dunkin Donuts logo the required shape.
Value
The value of Dunkin Donut logo design is attractive because of the depth and its light nature to create the intended pattern (Sutikno)
Space
The space design of the Dunkin Donuts logo space gives the logo the expected importance. The underlying meaning of the space in a logo is to either decrease or increase the amount of space in a logo.
Shape
The shape of Dunkin Donuts logo has a standard shape that gives the attractive stylization graphic representation
Texture
Texture of the logo is impressive because it has the required depth and visual impact making it unique
Content Elements of content in brand play a key role in determining the content under which branding will take place. Notably, it entails several factors that help in developing the appearance of the brand. Some of the factors are methodology, megalography, and religion. In Dunkin Donuts, the mythology and genre form the primary sources of designing the products.
Customer Experience Notably, Dunkin Donuts customer brand experience entails a series of events a client goes through while purchasing and consuming the brand. Customers make their orders in the various outlets with ease because the company's staff maintains uniform, high levels of standards. Dunkin Donuts has evolved its customer loyalty through the invention of a mobile application. As a result, the company has improved its sales globally (Dunkin Donuts).
Word Mark Dunkin Donuts logotype plays a key role in marketing the company because it is the core of the company’s brand. Dunkin Donuts uses a round, bold, sans-serif to have their wordmark on the various products. It is efficient and easy to identify Dunkin Donuts because the two words are perfect matches Wordmark or the logotype are the words of the company set in a rigid way and in Dunkin Donuts, the word mark is the Dunkin’ Donuts. It is through this word mark that Dunkin Donuts Company is known and distinguishes its self in the market (Sutikno 21).
Emblems This cup of coffee is the pictorial element in which the company name is connected to
Dunkin Donuts. The word mark is legible with good characteristics of orange and pink colors. Notably, color express personality and induce emotions. Dunkin Donuts word mark colors depict a clear vision of the company and the manner in which consumers should perceive the company (Dunkin Donuts). In addition, the word mark form and content has led to the stronger brand association and differentiation.
Brand Mark Dunkin Donuts brand mark comprises a design element of a word mark Dunkin Donuts. The company uses form, content, and context to create an emotional connection between the consumers and the brand. In addition, the three elements enable the brand mark to express to the consumers why they should buy from their stores and not from competitors. Context determines the manner in which a brand mark appeals to the consumers. The context entails attitudes consumers have regarding the brand image, their interests, educational background, training, and biography.
Logotype Brandmark
Superlative tagline
In Dunkin Donuts, the factors form an essential part of designing a company product image. Conversely, the tertiary elements bring a clear view of the personal, historical, cultural, ethical perspective of the brand mark. Besides, the context and content raise consumer's expectations creates a unique perception of the brand mark because of their unique graphical focal point. The context and content give the brand mark a proprietary design that is unique with significant meaning and personality towards the customers.
Works Cited "Brand Analysis II." 7 Nov. 2016. Lecture. “Brand Analysis I." 2 Nov. 2016. Lecture “Review” 31 Oct. 2016. Lecture Dunkin Donuts. "Home | Dunkin' Donuts". Dunkindonuts.Com, 2016, https://www.dunkindonuts.com/dunkindonuts/en.html. Accessed 24 November 2016. Sutikno, Bayu. "Does Consumers' Brand Identification Matter: The Mediating Roles of Brand Loyalty." International Journal of Interdisciplinary Social Sciences 6.3 (2011).