Who Is Tim Hortons?

An Iconic Canadian Brand: Tim Hortons.

Living in Canada, when it comes to building a brand and maintaining its reputation, it is almost evident that I had to choose Tim Hortons, which is the country’s number one coffee and fast-food chain, and some would even argue that it is the most popular one (Hunter, 2017). On the one hand, the success of Tim Hortons is the result of the company’s ability to position itself as a symbol of Canadian identity, as well as due to the brand’s strategic association with Canadian values such as friendliness, community, and a love for coffee (Friesen, 2014). Furthermore, this strong connection to the national culture is not only reflected in the company’s marketing campaigns, but it is also present in the ongoing

For instance, the Tim Hortons Children’s Foundation clearly communicates the brand’s dedication to supporting local communities by offering free camping opportunities for children whose parents could not afford the costs of such programs (Kovács, 2015), and as a result, creates a positive association between the brand and social responsibility – which is a strategic asset in marketing planning (Stan, 2023). On the other hand, the product offering itself is another key element of Tim Hortons’ brand strategy (Tanner & Raymond, 2015), as their menu features a wide range of dining and beverage options, while the main focus remains on coffee and donuts (“Tim Hortons SWOT Analysis,” 2023). This strategic approach has not only allowed the brand to create a niche opportunity in the market but, through emphasizing quality and consistency (Tim Hortons’ freshly brewed coffee and freshly baked pastry items are what sets the company apart from its competitors), the company has also managed to achieve a very high degree of customer loyalty and satisfaction (Hunter, 2017; The Canadian Press, 2012). Moreover, Tim Hortons has been exemplary in creating a consistent and recognizable brand image, and even the current and modernized logo still greatly resembles the founder hockey player’s (whose name the chain holds up to