Another interesting aspect of the branding is the use of the numerals 1837. In this regard, it claimed to be a tribute to the "year when the Chamber of Commerce was founded in Singapore". However, the judge in the Hong Kong case felt that reference to 1837 misleads the public into believing that this was the year of company's establishment.
A recent episode was the discovery by the Taiwan FDA of excessive insecticides in their tea. The response from this company is not necessarily agreeable to all -
- Ms Barnes said that tests are expensive and impossible to do for every one of the 300 pesticides in existence.
- Another issue is how tea leaves in Taiwan are tested like fruits and vegetables, as if they were going to be chewed and swallowed, she said.
- However, residue concentrations would be indefinitely diluted in an infusion form, which is how teas are usually drunk, she pointed out.
(BUSINESS TIMES SINGAPORE)
Brand maintenance has as much to do with what one should not to do as what one should do.
A premium brand as held out by its owner should demonstrate more concerted efforts in meeting high standards than would a mass mark
I would hesitate to shrug off the matter with a "it happens..." disposition.
It is telling why the newspapers bother to report what the company thought was "an overblown" issue - for the reason that TWG is perceived as a premium brand and naturally expected to meet exacting standards expected of a premium brand.
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