National Identity
Tim Horton’s creates a specific place in everyday life of consumers. It has become a sense of comfort for a lot of consumers in Canada, making it seem like “home”. The company embeds itself into events that display the Canadian identity such as becoming a distributor for the Royal Canadian Mint's Remembrance Day 25-cent poppy-coin. Tim Horton's originated from Canada which further promotes the Canadian identity amongst its consumers. They also engage in events such as camps throughout the summer and sponsoring minor hockey leagues such as "Tim-Bits" (Cormack, 2008). In all, Tim Horton's represents the so called Canadian identity that all Canadians embrace. We take a sense of pride in being Canadian and Tim Horton's does an excellent job in promoting this identity.
Oh the irony...
However, what we, as consumers, fail to recognize is the irony that comes with this Tim Horton's branding of national identity. Canada is also known for its forestry land, and its environmental friendliness in comparison to its neighbour, America. Tim Horton's complete performs the opposite of the national identity then, does it not? Tim Horton's produces these polyethylene cups, in some instances even PROMOTE their sales.
Therefore, we have a disconnection between corporate responsibility and public policy.Tim Horton's is taking pride in the name because it promotes national identity, which also leads to higher revenues, but yet they are being hypocrites. They are destroying our environment!
Cormack, Patricia . "‘True Stories’ of Canada: Tim Hortons and the Branding of National Identity." Cultural Sociology 2, no. 3 (2008): 369-384. http://journals2.scholarsportal.info.myaccess.library.utoronto.ca/tmp/3844276281134520241.pdf (accessed November 2, 2012).
Oh the irony...
However, what we, as consumers, fail to recognize is the irony that comes with this Tim Horton's branding of national identity. Canada is also known for its forestry land, and its environmental friendliness in comparison to its neighbour, America. Tim Horton's complete performs the opposite of the national identity then, does it not? Tim Horton's produces these polyethylene cups, in some instances even PROMOTE their sales.
Therefore, we have a disconnection between corporate responsibility and public policy.Tim Horton's is taking pride in the name because it promotes national identity, which also leads to higher revenues, but yet they are being hypocrites. They are destroying our environment!
Cormack, Patricia . "‘True Stories’ of Canada: Tim Hortons and the Branding of National Identity." Cultural Sociology 2, no. 3 (2008): 369-384. http://journals2.scholarsportal.info.myaccess.library.utoronto.ca/tmp/3844276281134520241.pdf (accessed November 2, 2012).