Tiffany & Co

Multiple Choice

Tiffany & Co. knows that Japanese are superstitious about the number four. As a result, Tiffany sells its fine glassware and china in sets of five, not four, in Japan. Tiffany uses its knowledge of __________ to avoid connecting its products with the number four.

A) trademarks
B) visual icons
C) cultural symbols
D) brand names
E) ethnic emblems