Ch. 4: Intellectual Assets and Competitive Advantages

Because Kraft-Heinz Company does business in the Food Processing industry, intellectual property, such as patents and trademarks on the Company's products, is essential to ensuring key products are not copied and for building brand (and product) loyalty. According to the Company's most recent annual report, "Our trademarks are material to our business and are among our most valuable assets." Some of the most recognizable trademarks include Kraft, Oscar Mayer, Heinz, Jell-O, and Lunchables. By consistently providing quality products under these brand names, Kraft-Heinz Company has been able to build trust and capitalize on customers' brand loyalty - clearly a key competitive advantage in the Company's respective industry.