The Top 5 Most Valuable Brands for 2020: Apple – Brand Values

The Top 5 Most Valuable Brands for 2020: Apple – Brand Values

brand values apple

This episode of the NerdBrand Podcast is about Apple, at number 3 for the top 5 most valuable brands of 2020. Listen in as we discuss SDCC news and Apple’s brand values!

First off thank you to our listeners! Did you know that SDCC was a virtual event this year? Sadly, the average per session views on YouTube was only 15,000 for the panels, a drastic cut from previous year’s turnout.

Cast & creators panel at SDCC 2017

Comi-Con news source:

According to ListenFirst, tweets that mentioned Comic-Con at Home were down 95% from 2019’s live convention — just 93,681 tweets against 1,719,000 tweets in 2019. Tweets about the top 10 TV events were also down 93%, and tweets about the top 5 movie panels were down a whopping 99%.

While that makes us sad, it proves you have to engage in ongoing marketing to maintain top of mind awareness, no matter how popular your brand is.

Brand Vision

It’s about inspiration, not convincing.

People buy from you because they believe what you believe. They work for you not solely because of the money, but because they believe in the mission and culture of the organization.

They buy from you for a myriad of reasons, but the most compelling of those reasons is they identify with your brand’s values.

Basically, people buy iPhones in droves regardless of price or technical specifications even though Microsoft and Samsung have arguably offered more technologically-advanced phones.

But because people believe that Apple is the better product for them and they align better with Apple’s perceived brand values, no amount of specs, features, or benefits seem to oust Apple from the peak of brand reputation.

#3 Apple: Brand Vision

  • What’s Apple’s Vision Statement?
  • Has it changed over time, and is it really “found” anywhere?
  • Does it matter? Why or why not?

Online we find These Quotes:

According to a manifesto from Tim Cook in 2009: Apple’s mission is

“to bringing the best user experience to its customers through its innovative hardware, software, and services.” 

Tim Cook, CEO Apple

“We believe that we are on the face of the earth to make great products and that’s not changing.”

Tim Cook, CEO Apple

Questions we discuss: how does Apple define their “what” and “how”? Do they express this through their products, services, and software? Or do they express it merely through their products?

On the Apple website, in the footer, we find their brand values:

Apple’s Brand Values

  1. AccessibilityTechnology should empower everyone.
  2. Education – ConnectED: Learning Powered by Technology (not apple’s statement). This page is about their partnership with ConnectED
  3. EnvironmentA planet-sized plan.
  4. Inclusion and DiversityDifferent Together (here’s the callback to the “Think Different” tagline that we’re all familiar with.)
  5. Privacy – It’s one of their fundamental values. No statement here needed.
  6. Supplier ResponsibilityPeople come first. This addresses some of the darker periods for Apple in the press about their suppliers, and the controversy that came from it.

Apple is not seemingly using brand attributes, as we discussed in the case of Microsoft. Rather, they simplify it to brand values, because that makes sense for their overall brand positioning.

Steve Jobs (2015) Movie

We reference the Steve Jobs film a handful of times throughout this episode. It’s a compelling film that offers a lot of context around the Apple brand and products. Well worth a watch if you haven’t seen it.


Remember to check out our website at and tune into the podcast from iTunes, Spotify, or your platform of choice.

Keep your NerdBrand Strong!

Other references:

CEO at NerdBrand. I've spent over 12 years in digital advertising providing strategic direction for businesses to build better websites, brands, and messaging, with an eye for improving online presences and laying a foundation for future growth.

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