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. Millward Brown, Inc., has annually compiled its BrandZ Top 100 Most Valuable Global Brands since 1996. Unlike other studies, the BrandZ rankings combines consumer measures of brand equity with financial measures to establish a brand value for each brands. The file Brank2TechFin contains the brand values for two sectors in the BrandZ Top 100 Most Valuable Global Brands for 2011: the technology sector and the financial institutions sector. (Data extracted from "BrandZ Top 1000 Most Valuable Global Brands 2011," Millward Brown, Inc., retrieved from bit.ly/kNL8rx.)
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 355. Discuss.