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10.17 Brand valuations are critical to CEOs, financial and marketing executives, security analysts, institutional investors, and others who depend on...
10.17 Brand valuations are critical to CEOs, financial and
marketing executives, security analysts, institutional investors,
and others who depend on well-researched, reliable information
needed for assessments, and comparisons in decision making.
Millward Brown Optimor has developed the BrandZ Top 100
Most Valuable Global Brands for WPP, the world's largest communications
services group. Unlike other studies, the BrandZ Top
100 Most Valuable Global Brands fuses consumer measures of
brand equity with financial measures to place a financial value on
brands. The file BrandZTechFin contains the brand values for two
sectors in the BrandZ Top 100 Most Valuable Global Brands for
2014: the technology sector and the financial institutions sector.
(Data extracted from bit.ly/18OL5Mu.)
a. Assuming that the population variances are equal, is there evidence
of a difference between the technology sector and the
financial institutions sector with respect to mean brand value?
(Use a = .05.)
b. Repeat (a), assuming that the population variances are not equal.
c. Compare the results of (a) and (b).
if you really need the BrandZTechFin file I have upload it already.
