Three weeks after the International House of Pancakes (IHOP) launched a teaser campaign to call itself IHOB to draw diners to its burgers, marketing pundits are still debating the wisdom of the rebranding move. However, investors of Glendale, Calif.-based Dine Brands Global, Inc. — IHOP’s parent organization — should be happy to see their stock gaining 30% in that period to .   For nearly 60 years, IHOP has positioned itself as a breakfast destination for its pancakes. But it clearly saw hidden value in another, ignored item on its menu – its burgers – and with a single tweet , opened the doors to the lunch and dinner markets. IHOP’s tweet spawned a viral discussion on social media, drawing both praise for what many saw as a bold move, and criticism for what others saw as a flop.   According to experts at Wharton and the University of Maryland, IHOP could see big gains if it can invest in product improvement (read: better burgers) and ensure quality control at its 1,650 locations.…