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Instagram and Branding: A Case Study of Dunkin’ Donuts by Kally A. Lavoie — 79 Instagram and Branding: A Case Study of Dunkin’ Donuts Kally A. Lavoie Strategic Communications Elon University Abstract Instagram, a social media app, is becoming increasingly popular as a business and communication tool. Analyzing 12 posts on Dunkin’ Donuts’ Instagram account, this case study attempted to understand branding through framing theory. The study found that Dunkin’ Donuts used its brand name, logo, colors, and images of its products on Instagram to create a strong brand presence. But the company failed in creating an image of its brand as being people-oriented because it scarcely used text, photos, or videos to represent its fans or involve them. I. Introduction In recent years, social media has become increasingly popular as a business and communication tool. Businesses are recognizing the importance of social media as a way to engage with consumers on a more personal level while being able to implement marketing techniques and further the brand image. In a world of social engagement and connectivity, many well-known brands are using social media to reach and engage their consumers by sharing great content. One of the newest social media tools available to brands is Instagram, a mobile app that allows users to capture and share images and videos with followers (Instagram, 2015). Officially launched in October 2010, Instagram gained 1 million users within its first month, and the app had 300 million active monthly users by April 2015 (Costill, 2014; Instagram, 2015). As a largely visual social media tool, Instagram allows businesses to reach consumers and strengthen its brand in new ways. This case study aimed to discover how Dunkin’ Donuts used Instagram to strengthen their brand. This study analyzed Dunkin’ Donuts’ Instagram account to determine the strategies and elements used to strengthen the brand, attempting to discover if there were frames used by the company on the social media platform. II. Literature Review The author reviewed literature related to the four integral elements — framing theory, branding, Instagram, and Dunkin’ Donuts — in order to provide the background necessary to understand the topic of the paper. Keywords: Instagram, branding, framing theory, social media, visual branding Email: klavoie@elon.edu This undergraduate project was conducted as a partial requirement of a research course in communications.PDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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