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.

Andrew Tonner owns shares of Apple. The Motley Fool recommends Apple and Coca-Cola and owns shares of Apple. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.