Abstract
Instagram offers brands the opportunity to promote themselves effectively with online opportunities. The purpose of this study is to reveal the visual brand strategy of Starbucks, one of the most valuable brands in the world, on Instagram. In the study, according to the research of Brand Finance company, ‘Starbucks’, the world's most valuable brand in the restaurant category in 2022, was selected as a sample. Starbucks brand's 12 visual posts with the highest monthly interaction on Instagram Türkiye account in 2022 were analysed in the context of framing theory. The research is based on Lavoie's (2015) study ‘Instagram and Branding: A Case Study of Dunkin’ Donuts’. Starbucks' Türkiye Instagram posts were analyzed according to visual and text analysis categories. This study is important in terms of the strategy of Starbucks in terms of visual and text use in Instagram Türkiye posts, as a guide for those working in the field of brand and marketing. The analysis revealed that Starbucks' Türkiye Instagram account includes more product names than brand names and that the brand adopts a rational brand strategy. It was observed that Starbucks' Türkiye Instagram account uses frames that highlight the product and corporate identity (corporate color and logo).
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call