Instagram and Branding: A Case Study of Dunkin’ Donuts

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. Instagram is a social medium software and dramatically is going to become a popular social tool these days. This social medium allows its users to collaborate their photos and videos in other social media such as Facebook, twitter, flicker, and Tumblr. The users can also use digital filters for uploading their photos. These features make Instagram as a popular medium and beneficial business tool.