We aim to give an overview of the different levels of commitment towards Intellectual Property Rights (IPR) among agri-food companies in the Republic of Macedonia so to emphasize its basic role in creating competitive market position. The low-level IPR committed companies were analyzed by specifying a fixed-effects model, and for the high-level IPR committed companies we used a single case study with a distinctive IP experience in permanently implementing innovation and marketing strategies. The results emphasize the importance of the companies’ IPR strategies for strengthening their market position. In fact, brand equity is created only through constant marketing investments.