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.
