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.