As is read in Sally Chen’s post, Tim Hortons has a high brand loyalty within Canada as “its tradition, history, and hockey roots provide their customers with a sense of national identity and pride”. Correspondently, when I came to Canada in 2011, the first thing l learnt from others was about Tim Hortons rather than Starbucks or McDonald’s. As a consequence, these attributes are already able to differentiate Tim Hortons from other fast food chains.

“Always Fresh“, the value proposition, is what Tim Hortons want to offer to the consumers and it is also a promise. Its vision is “to be the quality leader in everything we do”. Tim Hortons has been diversifying its product line since its foundation, for the sake of meeting the changes of time and customers’ various tastes. And the consumers now perceive this brand as correlated to high quality and a part of their daily life.  The company positions itself as the leader of coffee chains in Canada. It also assumes the obligations for animal welfare, the community and the planet, building a better image in customers’ mind.

Reference:

http://www.timhortons.com/ca/en/difference/environment.html