>It wasn't for all the money they make from selling food products? Kraft generates predictable revenue and profit. Not really for that, no. In GAAP accounting

>It wasn't for all the money they make from selling food products? Kraft generates predictable revenue and profit. Not really for that, no. In GAAP accounting "goodwill" is the generic term for "extraneous stuff that we can't quantify" i.e. the brand - the vast majority of the purchase price for Kraft was labled "goodwill" in the public accounting statements Phillip Morris issued. There is a pretty good writeup on this in Naiomi Klein's book "No Logo"