La marque de Tim Hortons (document en anglais)

MCS*4600 Extra Assignment – Canadian Branding

Company: Tim Hortons

Tim Hortons has grown into an iconic Canadian symbol, and ranked number one on Canada’s top brands for 2013 (Canadian Business, 2013). Tim Horton, a famous Canadian hockey player co-founded what is now known as the largest Canadian coffee seller. It is quite fitting from a branding point of view that a professional hockey player had something to do with the most successful coffee chain in Canada. If you walk into any sports rink across Canada, it is almost impossible to not find a Tim Hortons coffee cup somewhere in the facility.

The Products:

Tim Hortons is most known for their famous coffee and baked goods, but their various food and drink options continue to grow to this day. Another item that Tim Hortons has made quite famous is the “Timbit”, in which other coffee chains sell, but are forced to use other names, which confuses consumers because the Timbit has become a generic name industry wide from a consumer perspective. Some of their other products include specialty sandwiches, paninis, specialty drinks, soups, bagels, smoothies, donuts, muffins, danishes and many others depending on location.

The Brand

There is most likely not a Canadian who has not been exposed by Tim Hortons in some way or form. In more populated areas of Canada, there is a Tim Hortons every few blocks or so and for many Canadian consumers, getting a Tim Hortons coffee has become routine. Tim Hortons has become so big that I believe that no other Canadian company will be able to top their brand for a very long time. The way they targeted their consumers with a quality products and service that consumers want was perfect, and was done so well that not only is the company successful, but they have become an iconic symbol.

Future Problems

With the acquisition of Tim Hortons by Burger King I can see a few issues arising with the brand. It is hard to become any more well-known than Tim Hortons has already become, but in my opinion I believe that Burger King could impose a threat on the flawless brand that they have today. I believe there is not a good fit and the two companies differ too much. Looking at the menu changes that have already taken place I feel that my perspective of Tim Hortons is slowly changing, and for the worse for that matter. The products they are offering are steering away from the core and what Tim Hortons is used to, and what has made them so popular to this day.

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