Building Brand Architecture Report: Starbucks vs.

Tim Hortons

Introduction
This report builds and explains the brand architecture of two brands, namely Starbucks and Tim
Hortons, in all products they provided to the market in Canada. The two brands are selected
because they are rivals in the similar markets and show different brand personalities. Starbucks
and Tim Hortons are arguably the most popular among Canadians, and this report will explore
the main differences in the brand architectures. The aim is to discover what consumers perceive
as important factors to consume with similar products with regards to the differences in brand
architectures.

Brand Architecture
Here shows the brand pyramids for these two brands.
 Brand Architecture for Starbucks

Brand Core/Essence-treat yourself as a satisfied day

Brand Personality-upper-class

Emotional Benefits-more focused on work, enjoyable

Product Benefits- energy, variety

Product Attributes-coffee educated, sit-in, urban

 Brand Architecture for Tim Hortons

 Brand Core/Essence-quick-serve, fast food

Brand Personality-down-to-earth, cheerful

Emotional Benefits-pleasant

Product Benefits-convenient, traditional, cost-

efficient

Product Attributes-low price, drive thrus, many

locations

Brand Comparison
As we all know, both brands have compeletions in the similar markets. Both brands illustrate
good product quality and high value performance as well. However, the differences in the brand
personalities seem to target different audiences and provide different customer serivces.
Starbucks is more popluar among workers and young students who are not care about spending
money. Whilst Tim Hortons serves most people, especially for family.
In additon, Tim Hortons’s employees are cashiers and baristas in one. They have to process the
order and it is the same employee who is responsible to complete at least part of the order. Good
customer service may fail to guarantee. On the contrary, Starbucks hires employees with
separated duties, cashiers and baristas. It is Starbucks to make the customers feel not only
satisfied but involved. For example, when you order drinks at Starbucks, your name is written
down with a smile and called out sweetly when the drink is ready. This kind of behaviour adds to
the positive experience and makes it more memorable.

Brand Value
Starbucks’s brand value was $11.798 million US dollars in 2019. It is successful because it
changed the way people think of througout the world about coffee shops and increased the
number of customers drinking coffee outside our homes. Starbucks created a third place between
home and work where people can relax, read a book, enjoy a cup of coffee and experience
comfortable and cozy atmosphere.
On the other hand, Tim Hortons’s brand value is $4.5 billion Canadian dollars. It uses
a promotion strategy to boost an increase in brand loyalty, and repeat purchases. That is,
focusing on advertising specific products, combinations, or by offering free products at next
purchase. Even though it developed a little bit slower than Starbucks in global market, many
stores have been opened in recent year.

References
https://www.statista.com/statistics/1033406/starbucks-brand-value-worldwide/

https://www.forbes.com/pictures/flik45lgd/tim-hortons/#446747948ee4