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Instagram and Branding: A Case Study of Dunkin’ Donuts by Kally A. Lavoie — 83 Brand as product, the first element of brand identity in Figure 3, represents the role of product in building a consumer’s association with a brand. Brand as organization emphasizes businesses’ focusing on their organization’s attributes for branding instead of their product or service attributes. Brand as person also helps consumers relate to the brand personality. Symbols, the final element in the model, provide a visual to the consumer and also drive the meaning behind the brand (Bevins, 2014). In order to establish a framework for analyzing the Dunkin’ Donuts Instagram images, the author consulted visual branding literature and created a list of elements that build a strong visual brand. A blog on Hub Spot featured the “4 Ingredients of Social Media Success,” which can be used to strengthen brands’ social media presence (Perkins, 2014). The most important tip for branding in this article was a consistent color palette: using the same colors over and over again, whether they are applied to the logo, text, or images. Two to four colors were recommended to be used consistently throughout social media posts (Perkins, 2014). Another article from American Research Group, Inc. (2012) provided 10 rules for effective advertising, which could be applied to social media use by brands. These 10 rules were phrased in the form of questions, such as “Does the ad use basic emotional appeals? Does the ad make the desired call to action a part of the story? Does the ad use symbolic language and images that relate to the senses?” Next, a 2015 blog on WordStream.com created a list of 10 marketing tips to build a brand on Instagram, providing tangible, observable aspects. The first tip is to build community around an actionable hashtag. A hashtag is an important part of the Instagram experience. It allows users to find images related to a company of their interest and to tag and post their own user-generated content on Instagram. An actionable hashtag makes it easier for a brand to interact with its consumers. The second tip is to find the beauty in the portrayal of a brand (da Cunha, 2015). The way in which a brand portrays its products can play an important role in the branding process and may contribute to the framing of the brand on social media. Finally, Instagram itself offers advice for visual branding. On its company blog, Instagram recommends that its users creatively use the app as a “Canvas for Seasonal Creativity” and upload various season- or holiday-related images to the app. Businesses can embrace this idea for visual branding (“Instagram For Business,” 2014). Social Media/Instagram Research on social media as a business and communication tool has seen significant growth in the past decade. Much research has been conducted on the subject, including one discussed in the branding literature above, titled “Social Media’s Role in Branding: A Study of Social Media Use and the Cultivation of Brand Affect, Trust, and Loyalty” (Bevins, 2014). The study examined whether or not social media was able to influence people’s brand perceptions. The results of the research indicated that a correlation existed between social media use and brand loyalty, with age also playing a factor. The findings of this social media branding research shows that there is, in fact, a link between social media use and branding. While there is much research about social media itself, Instagram research is still a new topic. Some research focused on Instagram as a social media tool. For example, a paper titled “How Instagram Can Be Used as a Tool in Social Network Marketing” discussed the ways in which Instagram can be utilized to promote brands and maintain relationships with customers. The research also examined how the platform was favored among users as a largely visual medium in which consumers could interact with the brands they follow (Huey & Yazdanifard, 2014). Other Instagram research has focused on understanding what type of content users upload on Instagram. For example, Hu, Manikonda, and Kambhampati (2014) studied Instagram through an analysis of photo content and user types. They clustered a sample of 200 photos uploaded to the app by everyday users and created an eight category-coding scheme, against which photos were analyzed for content. These categories included friends, food, gadget, captioned photo, pet, activity, selfie, and fashion. This study found what content users posted to Instagram and what types of content were the most popular. Dunkin’ Donuts According to Fast Company (2014), Dunkin’ Donuts, and its main competitor, Starbucks, own half of the United States coffee market, with Dunkin’ Donuts owning about 24 percent. In 2013, Dunkin’ Donuts owned 11,000 restaurants in 33 countries and sold approximately 18 billion cups of coffee a year. Both companies are social media giants, with millions of followers and a large presence on the main social media sites of Facebook, Twitter, and Instagram. But while Starbucks focuses on a more serious and focused target audience, Dunkin’ Donuts targets a fun and casual coffee drinker. Dunkin’ Donuts highlights its friendly brandPDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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