Question
Brand valuations are critical to CEOs, financial and marketing executives, security analyst, institutional investors, and others who depend on well-researched, reliable information needed for assessments,
Brand valuations are critical to CEOs, financial and marketing executives, security analyst, 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 Brand Top 100 most Valuable Global Brands for WPP, the worlds largest communications services group. Unlike other studies, the Brands Top 100 Most Valuable Global Brands fuses consumer measures of brand equity with financial measures to place a financial value on brands. The file BandZTechFin (see folder) contains the brand values for the technology sector and the financial institutions sector in the BrandZ Top 100 Most Valuable Global Brands for a recent year. Assuming that the populations are unknown, is there evidence of a difference between the technology sector and the financial institutions sector with respect to mean brand value? (Use alpha = 5%). (How to solve this in excel? just mention the steps, no need to solve)
Brand | Brand Value 2011 ($millions) | % Brand Value Change | Region | Product Sector |
Apple | 153285 | 84 | North America | Technology |
111498 | -2 | North America | Technology | |
IBM | 100849 | 17 | North America | Technology |
Microsoft | 78243 | 2 | North America | Technology |
GE | 50318 | 12 | North America | Technology |
ICBC Asia | 44440 | 1 | Asia | Financial Institutions |
Wells Fargo | 36876 | 97 | North America | Financial Institutions |
hp | 35404 | -11 | North America | Technology |
Visa | 28553 | 15 | North America | Financial Institutions |
Data continued till 45 brands. (25 Financial institutions, 20 Technology)
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