Brand Assets refer to the physical and intangible resources that contribute to a brand's overall value. These assets include but are not limited to a brand's name, logo, slogan, and reputation, as well as its products, customer relationships, and intellectual property.

The history of brand assets can be traced back to the early days of Branding when companies realized the value of creating a distinct and memorable brand identity. Over time, the concept of brand assets has evolved, and today, companies invest significant resources in building and managing their brand assets.

"Brand assets are the tangible and intangible elements that contribute to the overall value and perception of a brand. They include things like brand name, logos, trademarks, products, packaging, and customer relationships." - John Murphy, 2006.

In the current business environment, brand assets are crucial in attracting and retaining customers, driving sales, and differentiating from competitors. Therefore, companies must carefully manage and protect their brand assets to ensure long-term value and success. Effective brand asset management involves regularly assessing the value of each asset, making investments to maintain and enhance them, and protecting them from infringement or damage.

In conclusion, brand assets are the building blocks of a brand's value and reputation. Therefore, a company's ability to effectively manage and leverage these assets can significantly impact its success in the marketplace.