A useful or valuable characteristic of a brand, product or service that typically refers to a physical quality, feature or point of differentiation. An asset is distinct from an attribute in that it is used specifically to refer to something positive. In advertising and marketing, the term asset is often applied to a brand (Brand Asset), product (Product Asset) or creative (Creative Asset). For example, a product’s or brand’s assets may include a loyal customer base, popular mascot or perception (such as “trustworthy”). In contrast, a creative asset may refer to a distinct piece of advertising creative that is typically part of a broader campaign.