ИЛИ

преимущества, основанные на (хороших)взаимоотношениях с заказчиками

ИЛИ

активы компании в виде лояльной клиентской базы

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Речь идет о материальных (напр. база данных заказчиков) и нематериальных активах компании (доверие заказчиков, высокий уровень обслуживания и т.п.), которые позволяют компании занимать ведущую позицию на рынке, выгодно отличая ее от конкурентов.

Ниже на английском языке подробно раскрывается смысл четырех компонентов, составляющих в совокупности "маркетинговые преимущества/ресурсы/активы" компании.

Marketing assets are the resource endowments the firm has acquired or built over time andthat can be deployed to advantage in the market place...

Marketing assets can be both relational (based in relationships with customers,suppliers, strategic partners etc) and intellectual (such as market knowledge)... recognise four types of marketing assets: customer based assets;supply chain assets; alliance-based assets; and internal assets.

Typical marketing assetsinclude company name and reputation, customer relationships, distribution network,relationships with key suppliers, market knowledge, information systems, customer databases, legal patents and copyrights, and alliances which can give access to new markets, newtechnology and additional managerial resources...

The marketing assets can be grouped as: alliance based assets (shared technology, managerialexpertise, financial resource, market access); supply chain assets (relationships withdistribution channel intermediaries, extent or nature of the distribution network, supplierrelationships), customer based assets (credibility with customers, relationships with keycustomer groups, superior levels of customer service and support); cost control assets (costadvantage in production, superior cost control systems).

Only the last of these differs fromexpectations in that it had been anticipated that a broader internal assetsdimension(including, for example, information systems, and copyright/patent assets) would besupported...

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Note added at 2003-05-24 13:20:00 (GMT)
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Извините, в примере на наглийском языке некоторые слова слились... Виноват, недоглядел!

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Note added at 2003-05-24 13:33:41 (GMT) Post-grading
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I am not a brand manager.

I am a full-time staff translator since 1987 with versatile background (microelectronics, air cargo business, web development, computer equipment, etc.). Besides, for 1.5 years I was responsible for developing a wholesale and retail network for the Schwarzkopf health care products (at that time (1991-1994) our small, Ulyanovsk-based company, with a workforce growing from 6 to 18 over this period) was the largest importer of Schwarzkopf products in Russia:))