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Instagram and Branding: A Case Study of Dunkin’ Donuts by Kally A. Lavoie — 85 This example shows how Dunkin’ Donuts incorporated its textual elements as a crucial part of the branding process. Another post below features a sample image from Dunkin’ Donuts’ Instagram page (Refer to Figure 5). This image features fall imagery in the image of colorful leaves and the lake. The post also features a textual call-to-action using the verb “indulge.” Finally, this caption also mentions fall as well as the brand name and brand product in the hashtag #DDHotChoc. Figure 5. One of the 12 sampled images from November 2014 Text Analysis Results Among the 12 posts, 6 (50%) mentioned the brand name in their captions, either in their comments or hashtags, or in both (Refer to Table 1). Four out of the six hashtags refer to Dunkin’ Donuts name — two #mydunkin hashtags and two different hashtags including #DD. A Dunkin’ Donuts product name was mentioned five times: two references to donuts in general, once to iced coffee, and twice to the specific Figure 4. One of the 12 sampled images from May 2014PDF Image | Instagram and Branding: A Case Study of Dunkin Donuts
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