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Instagram and Branding: A Case Study of Dunkin’ Donuts by Kally A. Lavoie — 81 Figure 1. Message Framing for Brand Communication (MFBC) Model, (Tsai, 2007, p. 365) Tsai (2007) proposed two main frames for advertising: positive and negative framing. Positive framing focuses on the positive outcomes of the product brand, and negative framing focuses on moving away from negative outcomes of the product brand. Positive framing, for example, would exist in a meat product brand advertised as 75 percent lean, while negative framing in the advertising would say 25 percent fat (p. 364) so that consumers would be motivated to become active against a competitor’s brand. Branding The goal of branding is to create an emotional connection between a company and its consumers. Branding results from the sum of many different parts, including the brand name, logo, colors, and more. It allows companies to differentiate themselves in an increasingly crowded market. The rise of new technology is changing how companies communicate with consumers and in turn how they use branding. Research on building or maintaining strong brands available to communicators is considerable. Keller (2009), for example, studied new challenges for marketers when it comes to building and maintaining brands. The author proposes a customer-based brand equity model in order to address how brands can be built and maintained through consumer knowledge structures. The model discusses a rational and emotional pathway that consumers may feel when becoming connected to brands. The pyramid model, in Figure 2, features the six brand building blocks, brand salience, performance, imagery, judgments, feelings, and resonance (p. 143). According to the study, these building blocks are necessary to create a connection between a brand and a consumer, in both a rational and emotional way.PDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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