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. A research assistant compared brand values for three sectors in the BrandZ Top 100 Most Valuable Global Brands for 2016: the financial institution sector, the technology sector, and the telecom sector. The research assistant findings were as follows:

a. Complete the ANOVA summary table.

b. At the 0.05 level of significance, is there evidence of a difference in mean brand value among the sectors?

c. If the results in (b) indicate that it is appropriate, use the Tukey-Kramer procedure to determine which sectors differ in mean rating. Discuss your findings.

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Degrees of Mean Source Freedom Sums of Squares Squares F 12,463,043,330 Among groups Within groups Total 102,945,347,500 46 115,408,390,800 48 Group Financial Institution Technology Telecom N Mean 24,906.95 61,092.17 39,428.91 20 18 11