Please ensure Javascript is enabled for purposes of website accessibility

Apple's Overlooked Secret Weapon: Its Brand

By Andrew Tonner - Apr 13, 2013 at 7:00PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

Say what you will about Apple, but few brands are worth as much as this one.

Many analysts look at Apple's products, market share, and earnings to determine whether to invest. In this video, Andrew Tonner discusses one aspect of Apple that many people miss and that doesn't show up in conventional metrics: the strength of its brand.

Apple is still considered to be a cool, cutting-edge company, Andrew says. Interbrand considers Apple to be the second most valuable brand in the world, behind Coca-Cola, and that brand strength results in customer loyalty and recurring sales. For example, between 80% and 90% of iPhone users keep buying iPhones.

Check out the video for more details.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Apple Inc. Stock Quote
Apple Inc.
$140.36 (-1.92%) $-2.75

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning service.

Stock Advisor Returns
S&P 500 Returns

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 05/25/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.