In order to improve the brand image that has the greatest effect on the customer's purchase intention, it is necessary to redefine exactly what is the concept of Drink-Tea provided by TWG and think about how to imprint this to the consumer. As we have seen from the group interview results, many people have reminded many people of the concept of 'Rest', 'Relax' and 'Meditation' about enjoying Teatea. This is very different from the general concept people have about food / drinks. Therefore, in order to place these keywords intensely in the minds of consumers, building special branding phrases or impressive keywords can provide long-term strong brand image.