What is another word for crown jewels?
Pronunciation: [kɹˈa͡ʊn d͡ʒˈuːəlz] (IPA) 
The term "crown jewels" refers to an organization's most valuable assets. These assets may include products, intellectual property, or financial resources. Some synonyms for "crown jewels" include "crown assets" or "company treasures." Other synonyms may include "core assets," "key assets," or "principal assets." "Key resources" or "prime resources" may also be used to describe an organization's crown jewels. In some cases, "crown assets" may be used interchangeably with "intangible assets," such as a company's reputation or brand recognition. Regardless of the term used, protecting an organization's crown jewels is critical to its continued success and future growth.
