When developing a brand identity, marketers design brand elements (such as logos, colours, characters, and jingles) to visually and verbally represent the brand. These are referred to as Distinctive Assets. This research explores the Distinctive Asset types used by service brands, identifies the most unique asset types and compares these results to existing benchmarks for packaged goods. It finds that most Distinctive Asset types exist in current frameworks, with two new asset types documented - Access assets (employee uniforms, vehicles, stores and app icons) and Promotion assets (price displays and special offer icons). The asset types with the highest level of brand ownership for service brands were found to be face-based assets, app icons, logos, and fonts. Service brand assets have, on average, significantly higher brand ownership than packaged goods assets. This research contributes to the debate surrounding brand identity amongst service categories, and whether branding principles can be generalised from goods to services.