Dunkin' Donuts, founded in 1950, is a global coffee and donut retailer that has expanded its focus primarily to coffee, with a mission to provide quality products in a friendly environment. The brand has undergone significant evolution and marketing strategies, including successful campaigns and a strong social media presence, while maintaining a corporate identity linked with its iconic branding elements. Despite challenges in markets like India, Dunkin' Donuts continues to innovate and adapt, ensuring engagement and loyalty from consumers.

1. DUNKIN’ DONUTS
BRAND TRACKING OF DUNKIN’ DONUTS
SUBMITTED BY-
NAMAN MAKHIJA (26-136)
NEHA SOOD (26-137)
KAJAL VATS (26-141)
RITIKA SABLOK (26-143)

2. DUNKIN’ DONUTS

3. INTRODUCTION
DUNKIN DONUTS IS AN
INTERNATIONAL DOUGHNUT
AND COFFEE RETAILER
FOUNDED IN 1950 IN QUINCY,
MASSACHUSETTS BY WILLIAM
ROSENBERG. IT IS NOW
HEADQUARTERED IN CANTON.
DESPITE ORIGINALLY FOCUSING
ON DONUTS AND OTHER
BAKED GOODS, OVER HALF A
DUNKIN DONUT BUSINESS
TODAY IS IN COFFEE.

4. MISSION
TO BE THE LEADING PROVIDER OF THE WIDE RANGE
DELICIOUS BEVERAGES & BAKED PRODUCT AROUND THE
KINGDOM IN A CONVENIENT, RELAXED, FRIENDLY
ENVIRONMENT, THAT INSURES THE HIGHEST LEVEL OF
QUALITY PRODUCT AND BEST VALUE FOR MONEY.

5. VISION
TO BE ALWAYS THE DESIRED PLACE FOR
GREAT COFFEE BEVERAGES AND DELICIOUS
COMPLEMENTARY DONUTS & BAKERY
PRODUCTS TO ENJOY WITH FAMILY AND
FRIENDS.

6. ABOUT
 AMERICAN GLOBAL DOUGHNUT COMPANY AND
COFFEEHOUSE CHAIN
 BASED ON CANTON, MASSACHUSETTS
 SUBSIDIARY OF DUNKIN’ BRANDS
 12000 RESTAURANTS IN 37 COUNTRIES
 CHAIRMAN AND SCO- NIGEL TRAVIS
 CFO- PAUL CARBONE
 online.dunkindonuts.com

7. DUNKIN’ MENU
Coffee
Oven
Toasted
Items.
Cold
Drinks
Hot
Drinks
BREAKFAST
SANDWICHES
AND WRAPS.
Baked
Goods.

8. DUNKIN’ MENU
#DUNKINDIA – SPECIAL MENU TASTE THE ESSENCE

9. CONSUMER BASED-EQUITY MODEL

10. `
JUDGEMENTS:
HIGH ON QUALITY,
LEADER IN DONUTS
FEELINGS:
EXCITEMENT,
FUN,
SWEET TOOTH
PERFORMANCE:
TASTY VARIANTS OF DONUTS
LITTLE HIGH ON PRICE,
COLOURFUL STYLE
IMAGERY:
DONUT PLACE,
ON THE GO,
QUICK COFFEE,
BUSY PEOPLE – OFFICE
GOING
SALIENCE: DONUT, COFFEE, MORNING BREAKFAST, QUICK SERVICE
RESONANCE:
ENGAGEMENT,
LOYALTY,
WORD OF MOUTH,
COMMUNITY

11. BRAND ELEMENTS
The DD sign The coffee mug signBrand logo

12. BRAND ELEMENTS
PINK
PANTONE: PMS 219 C (NEAREST MATCH)
HEX COLOR: #E11383;
RGB: (225,19,131)
CMYK: (6,99,9,0)
ORANGE
PANTONE: PMS 715 C (NEAREST MATCH)
HEX COLOR: #F5821F;
RGB: (245,130,31)
CMYK: (0,60,100,0)
BROWN
PANTONE: PMS 1545 C (NEAREST MATCH)
HEX COLOR: #683817;
RGB: (104,56,23)
CMYK: (38,73,97,46)
WHITE
COLORS USED
REPRESENTS FUN, CREATIVITY
AND YOUTH, ACTIVE LIFESTYLE.
REPRESENTS APPRECIATION,
INNOCENCE, FEMINITY, CARE
FOR CUSTOMERS

13. BRAND ELEMENTS
FONT STYLE:
ITS EXCLUSIVE, OWN
CUSTOM TYPE FACE FONT
KNOWN AS DUNKIN
DONUTS FONT.

14. BRAND ACTIVATIONS
BRAND COLLATERALS.

15. BRAND ACTIVATIONS
STICKERS AND DONUTS
RINGS IN TRAINS.
DUNKIN’
WHEEL
BILLBOARDS

16. DD CARD
• FROM ON-THE-GO ORDERING TO DD
PERK OFFERS, THEY HAVE PROVIDED
CONSUMERS ANOTHER LEVEL OF
CONVENIENCE AND SPEED.
• TREND AWARENESS AND VISIONARY
MARKETING SKILLS WHICH MAKE THEN
CONSISTENT IN THE MARKET.
• THE CUSTOMER WILL BE CHARGED THE
FACE VALUE OF THE DD CARD, THE
$2.00 FEE, AND SHIPPING. E-GIFT
CARDS ARE SENT VIA EMAIL.

17. BRAND ARCHITECTURE
DUNKIN’ DONUTS IS
CORPORATE BRAND FOR
PARENT COMPANY DUE
TO WORD ‘DUNKIN’
AND FONT STYLE, TYPE
HOUSE OF BRANDS:
• BASKIN ROBBINS
• DUNKIN’ DONUTS

18. #DUNKYDOIT
Nayi Shuruwat, Nayi Mithas
2018-
USA Ad
DUNKIN’ COMMERCIALS

19. DUNKIN’ COMMERCIALS
2019 -
AMERICAN
TV
COMMERCIALS

20. DUNKIN’
CHOCOLATE
DESERTS
COFFEE
MORNG
BRKFAST
AMERICA
DONUTS
BRAND IMAGE/
ASSOCIATIONS
IMAGE

21. Confront
reality
Differentiate
or die
Be agile
“Hope is not a strategy,” “How do you turn that
spotlight back on yourself? Ask yourself what’s
working, what’s not and how do I change.”
“Brand differentiation may be the biggest separators of
winners and losers,” “Strong brands have a clear point of
differentiation and brand purpose. Our POD is, we’re
here to help everyday folks to get running in the morning
and keep running all day long.
“Consumers expect brands to be listening,”. The launch of
the #mydunkincoffee campaign changed how it engaged
with its consumers. It scoured social posts, tracked down
the posters and converted those posts into advertising.
BRAND BUILDING STRATEGY

22. Innovate
Build a
great
team
Leverage
Big data
“Don’t be afraid to take risks,”. “Create an environment
where your team isn’t afraid to try new things. We tried
40 new products and used social to launch new products
in new and unexpected ways to engage fans.”
“It’s a tool, but not a strategy”. “It should supplement your
judgment, not replace it”
“Are you surrounding yourself with people who are
smarter and better than yourself?” he asks. “Great
people accomplish great things,” Costello says.
BRAND BUILDING STRATEGY

23. EVOLUTION

24. 1948
1948
THE DUNKIN DONUTS ORIGINALLY
FOUND IN 1948 BY WILLIAM
ROSENBERG AS “OPEN KETTLE” IN
QUINCY, MASSACHUSETTS. IT WAS
OPENED AS A DONUT AND COFFEE
RESTAURANT.

25. 1950
1950
ROSENBERG DECIDED TO RENAME IT
TO DUNKIN’ DONUTS AND CREATED
THE BUSINESS KNOWN GLOBALLY
TODAY

26. 1955
1955
ROSENBERG BEGIN TO SELL
BUSINESS AS FRANCHISE. AS HE
FOUNDED THE INTERNATIONAL
FRANCHISE ASSOCIATION TO MAKE
IT LEGAL.

27. 1965
1965
TEN YEARS AFTER FRANCHISING,
THE BUSINESS BECAME GLOBAL.
NOW IT IS SPREAD OVER 37
COUNTRIES ACROSS THE WORLD.

28. 1972
1972
THE INFAMOUS MUNCHKINS WERE
CREATED TO BE PART OF THE
DUNKIN’ MENU

29. 1997
1997
FOLLOWING THE GREAT SUCCESS
OF VARIETY OF DONUTS,
BREAKFAST SANDWICHES WERE
ADDED TO THE MENU.

30. 2006
2006
OVER THE YEARS, DUNKIN’
DONUTS HAS GONE THROUGH THE
NUMBER OF SLOGANS, BUT THEIR
MOST SUCCESSFUL TO DATE IS THE
CURRENT ONE: AMERICA RUNS ON
DUNKIN.

31. 2012
2012
WITH ALL THEIR SUCCESS AND
INFLUX OF TECHNOLOGY, DUNKIN’S
FIRST MOBILE APPLICATION WAS
CREATED. IT IS COLORFUL AND
VERY BUSY APPLICATION.

32. 2014
2014
AFTER ALMOST 70 YEARS IN THE
BUSINESS, DUNKIN’ DONUTS HAS
GROWN TO HAVE 11,000
RESTAURANTS IN 33 COUNTRIES
AND HAVE OVER 1,000 ITEMS OVER
THEIR MENU. THEY ARE OWNED BY
DUNKIN’ BRANDS INC., WHO ALSO
OWNS BASKIN ROBBINS

33. BRAND TAGLINES
• SOUNDS GOOD, TASTES EVEN BETTER
• ONLY AT DUNKIN’ DONUTS (1950–MARCH 31, 1991)
• THE PLACE FOR DONUTS AND COFFEE (1950-91)
• AMERICA’S FAVORITE DONUTS AND COFFEE SHOP (1950-65)
• AMERICA’S DUNKIN’ (1973-76)
• IT’S WORTH A TRIP (1979-90, 1997,99)
• TIME TO MAKE THE DONUTS (1979-97)
• SOMETHING FRESH IS ALWAYS BREWIN’ HERE (1997-98)

34. BRAND TAGLINES
• LOOSEN UP A LITTLE (2000)
• ONE TASTE AND YOU’LL UNDERSTAND (2001)
• JUST THE THING (2002-2004)
BRING YOURSELF BACK (2004-2006)
• GETS YOU RUNNIN’ (2007)
• AMERICA RUNS ON DUNKIN’ (PRESENT)

35. BRAND LOGOS
1950 1956 1960 1961 1970
1976 1979 1980 2002

36. BRAND LOGOS
2019

37. BRAND PACKAGING
THE PACKAGING PROVIDED:
•30% RECYCLED CONTENT
•35% COMPOSTABLE
•30% BIODEGRADABLE
THE PACKAGING IS DONE IN A GABLE
BOX
NEW PACKAGING:
INTRODUCED IN 2019
WHICH INCLUDES:
• COLORFUL CUPS
• DONUT BOXES
• MUNCHKINS DONUT
HOLE TREAT BOXES
• BOX O' JOE

38. CONTROVERSIES
DUNKIN’ DONUTS CRITICIZED
FOR “RACIST” AD CAMPAIGN
DUNKIN’ DONUTS FRANCHISE IN THAILAND
LAUNCHED A CAMPAIGN EARLIER THIS
MONTH FOR ITS NEW “CHARCOAL DONUT”
FEATURING THE IMAGE
‘BREAK EVERY RULE OF DELICIOUSNESS’

39. CONTROVERSIES
DUNKIN’ DONUTS CRITICIZED
FOR “RACIST” AGAIN:
A POST WHERE THE GM OFFERING
CUSTOMERS A REWARD FOR
REPORTING EMPLOYEES WHO
SHOUTING IN LANGUAGE OTHER
THAN ENGLISH

40. SOCIAL MEDIA MARKETING
IT’S NOT JUST TIME TO MAKE THE DONUTS
IT’S TIME TO GO SOCIAL.
DUNKIN STARTED YOUTUBE IN 2012 BECAUSE FUNNY VIDEOS INVOLVING
SPORT STARS OR OTHER CELEBRITIES WHO ARE POPULAR, CHEERFUL
ATTRACT MORE AUDIENCE AND WHAT IS THE MOST IMPORTANT IS –
REFLECT IN THE IDEA OF YOUR PRODUCT!
IN LATE 2008 DUNKIN
DONUTS STARTED
FACEBOOK AND TWITTER
SINCE IT APPEARED ON
SOCIAL MEDIA IT IS
DONG PHENOMENAL
WORK.

41. BRAND CREATIVES-2019
GANESH CHATURTHI SPECIAL
MAKE THIS FESTIVAL OF
TOGETHERNESS MORE SWEETER
WITH #DUNKININDIA

42. DUNKIN GIVES YOU ANOTHER
REASON TO FIGHT OVER
GIVE YOUR SIBLING-RIVALRY A SWEET
TWIST with #DunkinIndia
BRAND CREATIVES-2019

43. WHEN DUNKIN MEETS SACRED
GAMES
#BALIDAANDENAHOGA
BRAND CREATIVES-2019

44. PREPARE YOURSELF FOR THE ONSET OF
THE GREAT WAR.
WHO DO YOU THINK WILL TAKE THE
THRONE? #GAMEOFTHRONES
BRAND CREATIVES-2019

45. FOR A FESTIVAL SO PURE, YOU CAN
TOTALLY RELY ON 100% EGGLESS DONUTS!
WHATEVER YOU WANT, WE'VE GOT IT ALL
THIS NAVRATRI #DUNKININDIA
BRAND CREATIVES-2019

46. BRAND CREATIVES-2018
FROM HAPPILY UNMARRIED
TO HAPPILY MARRIED,
CELEBRATE THE SWEET BOND
OF LOVE AND FRIENDSHIP
WITH DUNKIN’ DONUTS.
#DUNKININDIA #DEEPVEER

47. AS YOU ENJOY OUR LIP
SMACKING DONUTS, TELL US
WHICH COUNTRY WILL BE THE
FIRST TO GET THE SWEET
TASTE OF VICTORY?
#FIFAWORLDCUP #FIFA2018
BRAND CREATIVES-2018

48. REMINISCE THE BEAUTIFUL JOURNEY
OF YOUR SCHOOL LIFE FULL OF FUNNY
STORIES, BORING LECTURES, ODD
PUNISHMENTS, PARENT-TEACHER
MEETING. THIS #TEACHERSDAY, THANK
YOUR FAVOURITE TEACHER WITH A
DONUT DELIGHT. #DUNKININDIA
BRAND CREATIVES-2018

49. BRAND CONTEST
WE’RE
ACCEPTING #WRONGANSWERSONLY!
OPEN UP YOUR CREATIVE SIDE
THE 2 EDGIEST COMMENTS WIN AN
EXCITING TREAT FROM US
#DUNKININDIA

50. WHY DUNKIN’ WENT WRONG IN
INDIA
• BEING KNOWN FOR DONUTS, COMPANY
DOWNGRADED IT’S CORE SERVINGS-
DONUTS & COFFEE (FOCUS)
• DUNKIN’ ENTERED WITH TYPICAL
BREAKFAST STRATEGY BUT INDIANS DO
NOT FOLLOW AMERICAN MORNING
ROUTINE.
• INDIANS DO NOT BELIEVE IN ON THE GO
BREAKFAST
• DONUT CONSIDERED AS A DESERT
(IMPULSE PURCHASE)
• HIGHER OPERATIONAL COST

51. EVENTS & CAMPAIGN
2019
“WHERE THERE’S HOCKEY, THERE’S DUNKIN’.
IN THE CAMPAIGN, “PASTA,” WHISTLED FOR
TRIPPING, IS FORTUNATELY ABLE TO USE HIS TWO
MINUTES OFF THE ICE TO REFUEL WITH AN ICY
DUNKIN’ COLD BREW COFFEE COLD BREW COFFEE

52. EVENTS & CAMPAIGN
2019- KARAOKE AND COFFEE: GROUP
SINGS THE HITS AT DUNKIN’ DONUTS
KAREOKE
BOOTH

53. EVENTS & CAMPAIGNS
2019-
Dunkin Pumpkin Carver Campaign +
Advertisement
This Pumpkin Carver campaign
connects the Dunkin’ brand to early
mornings, hard work and game time.
Using the slogan “Brewed for this” to
encapsulate the satisfaction of their
video’s characters.
PUMPKIN
CARVER

54. EVENTS & CAMPAIGNS
2018- Dunkin’ Donuts Bottled Iced
Coffee became the hero of the
summer solstice on June 21, keeping
fans nationwide running with coffee
refreshment on the longest day of
the year.
“EMERGENCY BOTTLE SERVICE”

55. EVENTS & CAMPAIGN
2018-
#DunkinDarker – DEC 21
WINTRY NIGHT SCENE ON SNAPCHAT
FILTER
CELEBRATE THE DARKEST DAY WITH
DUNKIN’

56. EVENTS & CAMPAIGN
2017-
DUNKIN’ LOVE CAMPAIGN (DIGITAL CAMPAIGN)
TARGETED YOUNG PROFESSIONALS AND
TEENAGERS THROUGH DIGITAL CAMPAIGN–
‘DUNKIN IN LOVE.’ FOR VALENTINE’S DAY.

57. EVENTS & CAMPAIGN
2013- (DIGITAL CONTEST/ CAMPAIGN)
ADVERTISING CAMPAIGN- #mydunkin
A CONTEST TO DEMONSTRATE PASSION FOR
DUNKIN’ COFFEE. DUNKIN’ CALLED THOUSANDS
OF POSTS ON FB/ TWITTER
BEST SIX TO COME UP ON TV COMMERCIAL

58. EVENTS & CAMPAIGN
2012-
The Coffee Aroma Campaign (sensory
marketing)
SOUTH KOREA COMMUTORS COULD
EXPERIENCE THE AROMA OF COFFEE ON
THEIR WAY TO OFFICE, INSTALLED IN
SEOUL BUSSES THAT TRIGGERS
THROUGH FLAVOR RADIO JINGLE

59. DUMP IN’ WITH DUNKIN’- CSR
DUNKIN’ DONUT COFFEE MUG
SHAPED TRASH CANS WITH
THE SHAPE OF DONUT ON THE
TOP IN MALAYASIA TO SPREAD
AWARENESS ON LITTERING
#dumpinwithdunkin
POST WITH PHOTO ON
INSTAGRAM OR FB