Question 1.53

1.53 Apple is the number one brand.

brands

A brand is a symbol or images that are associated with a company. An effective brand identifies the company and its products. Using a variety of measures, dollar values for brands can be calculated.22 The most valuable brand is Apple, with a value of $104.3 million. Apple is followed by Microsoft, at $56.7 million; Coca-Cola, at $54.9 million; IBM, at $50.7 million; and Google, at $47.3 million. For this exercise, you will use the brand values, reported in millions of dollars, for the top 100 brands.

  1. Graphically display the distribution of the values of these brands.
  2. Use numerical measures to summarize the distribution.
  3. Write a short paragraph discussing the dollar values of the top 100 brands. Include the results of your analysis.

1.53

(b) . . . . . (c) The distribution is strongly rightskewed, with several brands far more valuable than most others. This is shown in the numerical summaries, with 75% of brand values less than . Additionally, the median brand value is only 9.6. The mean value is 14.92, substantially higher than the median, again indicating the skew. Thus, brands like Apple and those listed in the problem dwarf the competition.