Will Dunkin Brands' Name Change Help or Hurt?

America might run on Dunkin', as the doughnut shop's ad campaign suggests, but just because Dunkin Brands (NASDAQ: DNKN) generates most of its revenues from beverage sales doesn't mean it's a good idea to change the name of the business.

Dunkin Brands plans to drop the word "Donuts" from its signs and begin referring to its Dunkin' Donuts chain as simply Dunkin'. It's a small change that seems to be a misguided effort to seem more comparable to rivals like McDonald's (NYSE: MCD) and Starbucks (NASDAQ: SBUX).

Dunkin Brands wants you to ignore those two things on the left. Image source: Dunkin' Donuts.

Source: Fool.com