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. Kantar Millward Brown annually publish the BrandZ Top Global Brands. The BrandZ rankings combine consumer measures of brand equity with financial measures to establish a brand value for each brand. The file BrandZ TechFin contains the 2019 brand values for the technology sector and the financial institutions sector.
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 321. Discuss.

Problem 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  BrandZ TechFin contains the brand values for the technology sector  and the financial institution sector in the BrandZ Top 100 Most  Valuable Global Brands for a recent year.
 
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 = 0.05.)
b. Repeat (a), assuming that the population variances are not equal.
c. Compare the results of (a) and (b).