Tim Hortons retains its place among top 10 most influential brands in Canada

It all started back in August when Tim Hortons decided to heated up the coffee wars with the launch of a new dark roast.

Days later, while patrons were still trying to digest the historic menu change (the iconic chain’s first serious coffee experiment in more than 50 years), corporate executives let the other shoe drop:

American chain Burger King would be taking over as the distributor of Double Doubles and Tim Bits in a shocking $12.5-billion merger of the two fast-food giants. This week, layoff notices began flying at the company’s head office in Oakville, Ontario as the deal moves forward.

Few brands can handle such public turmoil and live to tell the tale. Then again, few brands have the kind of sway enjoyed by a brand as beloved as Tim Hortons.

Need proof? Take a look at the latest list of the top 10 most influential brands in Canada, based on a study by Ipsos Reid, in partnership with the Institute of Communication Agencies.

You’ll find Tim Hortons in the number eight slot, ahead of global heavyweight Samsung and an enduring hometown favourite, President’s Choice.

No surprise, the mighty Google retains the top spot for the third consecutive year, trailed by Microsoft, Facebook, Apple and Youtube.

Retail giant Walmart and financial services heavyweight Visa rounded out the list in sixth and seventh place. Netflix, Twitter and LG, meanwhile, are all considered brands to watch.

The study examined various “key” dimensions to arrive at its findings, said Steve Levy, CEO of Ipsos Reid in Canada. It’s a complicated formula that includes a brand’s trustworthiness, engagement levels, presence, corporate citizenship, and it’s ability to be forward-thinking or cutting edge.

“All five of those dimensions are the drivers of influence,” said Levy.

That doesn’t mean all influential brands excel in all five areas.

Visa, for instance, tends to rank high in trustworthiness, while Walmart, with stores across Canada and massive advertising budget, wins influence by its ability to be seemingly everywhere all at once.

“If anybody has presence in Canada, it’s Walmart,” said Levy.

Google, meanwhile, captures the best combination of all five dimensions of influence, plus a certain je ne sais quoi that not even pollsters can put their fingers on.

Google is cool, Levy admited. “But above and beyond being cool, there is a vibe at Google that you can feel. It is a vibe of inspiration. I can’t put numbers around it.

Levy said it’s critical for brands looking to build influence (and, really, what brand isn’t?) to understand that acquiring the necessary dimensions takes time and, often, a very deliberate strategy.

Samsung found its way onto the top-10 list just this year for the first time. Four years ago, when Ipsos Reid published its first list in Canada, the tech firm ranked 47^th. Last year it moved to the 20^th position, largely on the strength of its high-profile public presence and ability to bring futuristic technology (the Internet of Things springs to mind) into the here and now.

“These things don’t come overnight,” said Levy.

As for Tim Hortons, its equally unlikely the brand will lose its luster any time soon.

The Ipsos Reid study found that that Tim Hortons scores higher with Millennials, and in Ontario, compared with the rest of Canada.

But, overall, said Levy, “They continue to be meaningful in the lives of Canadians.”

The study found notable differences in the way genders, generations and regions perceive brands. Men are more likely to rank tech and digital brands ahead of retail brands, whereas women are more likely than men to feel the influence from retail brands that deliver value and choice.