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Apple's Overlooked Secret Weapon: Its Brand

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

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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.

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