Assets, on the other hand, are resources and capabilities the firm possesses that enable it to perform its activities and to do so profitably. They can be tangible assets such as locations, equipment, product designs, or employees with particular skills. They can also be intangible assets such as intellectual property, brands, reputation, organizational routines, or trade secrets. What assets did Enterprise develop or acquire that enabled it not only to provide its particular type of car rental, but to do so profitably?