A distinctive brand assets is a term used to describe a group of visual and audio assets designed to strengthen the brand in memory. It is represented in each distinctive element that activates the brand in the mind of the recipient. And thus contribute to the formation of the implicit associations of the brand. It takes many different forms, ranging from the concrete to the abstract, from the conscious to the unconscious, and from the direct to the indirect. The research assumes that the effectiveness of employing the distinctive brand assets and their discriminatory value in advertising design can contribute to strengthening the brand and its implicit associations with the recipient, which contributes to the successful implementation of marketing decisions and building more effective and long-term relationships with the recipient. The research aims to study the distinctive brand assets and its importance in advertising design. And employing the distinctive assets of the brand in a way that contributes to enhancing the value of the brand and its implicit ties to the recipient. The research followed the descriptive analytical method to study the distinctive brand assets of Tropicana in the model of redesigning the orange juice package "Pure Premium".