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, and comparisons in decision making. Millward Brown Optimor has developed the Brand Top 100 most Valuable Global Brands for WPP, the world’s 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.

Brand	Brand Value 2011 ($millions)	% Brand Value Change	Region	Product Sector
Apple	153285	84	North America	Technology
Google	111498	-2	North America	Technology
IBM	100849	17	North America	Technology
Microsoft	78243	2	North America	Technology
ICBC Asia	44440	1	Asia	Financial Institutions
Wells Fargo	36876	97	North America	Financial Institutions
Visa	28553	15	North America	Financial Institutions
China Construction Bank	25524	22	Asia	Financial Institutions
HSBC	22587	-4	United Kingdom	Financial Institutions
Bank of China	17530	-20	Asia	Financial Institutions

Assuming that the populations variance 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%).

Please provide excel steps and outputs.

Answer 1

Enter the data according to their product sector and brand name in Excel.

Run the t-test as instructed.

Click OK.

Select the variables and run the test.

Click Ok to get the output.