The New Era Cap Company Understands the Importance of ________

question 218

Multiple Choice

The New Era Cap Company understands the importance of ________. In the mid-1990s, the company's products became very popular when film director Spike Lee requested a red Yankees cap, instead of the traditional blue cap. It did not take long for Yankees' fans who were also fans of Spike Lee to want to wear a similar cap.

• A) brand equity
• B) viral marketing
• C) brand association
• D) marketing parity

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Definitions:

Bureaucracy

A rational and efficient form of organisation founded on logic, order and legitimate authority.

Division of Labour

The practice of dividing work into distinct tasks or roles, specialized by individuals or groups, to increase efficiency and productivity.

Hierarchy of Authority

The ordered arrangement of individuals within an organization according to their levels of power or authority, usually from the highest to the lowest rank.

Rationality

The quality of being based on or in accordance with reason or logic.