What’s in a name? A lot if you’re an established brand like Dunkin’ Donuts, which operates more than 12,000 franchises in 46 countries. Yet the legacy company announced in September that it is dropping the second half of the name it’s had since 1950, when a hot cup of joe sold for a dime and a tasty doughnut could be had for a nickel. Although the rebranded Dunkin’ still sells baked goods, the name change reflects shifting consumer tastes – beverages now account for 60% of the restaurant’s sales. “By simplifying and modernizing our name, while still paying homage to our heritage, we have an opportunity to create an incredible new energy for Dunkin’, both in and outside our stores,” chief marketing officer Tony Weisman said in a statement. Dunkin’ isn’t the only brand to rename itself recently. Weight Watchers announced that it is going with WW to emphasize its new slogan, “Wellness that works,” and IHOP temporarily adopted the moniker IHOB to put customer focus on its burgers.…