Chapter 12, Problem 40PS

Brand valuations are critical to CEOs, financial and marketing executives, security analysts, institutional investors, and others who depend on well-researched, reliable information for assessments and comparisons in decision making. WPP and Millward Brown annually publish the BrandZ Top 100 Most valuable Global Brands. The Brads. The BrandZ rankings combines consumers measures of brand equity with financial measures to establish a brand value for each brand. The file BrandZTechFin contains the 2016 brand values for technology sector and the financial institutions sector.

a. Using a 0.05 level of significance, is there evidence of a difference in the median brand value between the two sectors?

b. What assumptions must you make in (a)?

c. Compare the results of (a) with those of Problem 10.17 on page 361. Discuss.