Another brand study just ranked Apple (NASDAQ:AAPL) at the top. Brand identity firm Brand Finance valued Apple's brand at $104.7 billion. Google came in second with a brand value of $68.2 billion.

There's no question that Apple's brand is a powerful asset for the company. But Fool contributor Daniel Sparks thinks that the market may not fully appreciate the value of this asset. Not only does an intangible asset stemming from brand power provide value today, but it also plays a major role in keeping Apple's customers coming back and continuing to pay premium prices for its products, providing value for tomorrow. In other words, Apple's brand plays a key role in making Apple's business sustainable.

But is this intangible asset fully priced into Apple stock? Daniel takes a closer look in the video below.

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This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.