Legal analysis: trademarks are the symbols of enterprises, and some well-known enterprises attach great importance to the protection of trademarks, and trademarks are also one of the competitiveness of enterprises; Goodwill refers to the business reputation of an enterprise, which is accumulated in the course of business operation.

legal basis: article 3 of the trademark law of the people's Republic of China is a registered trademark, including commodity trademark, service trademark, collective trademark and certification trademark; Trademark registrants enjoy the exclusive right to use trademarks and are protected by law.

the term "collective trademark" as mentioned in this law refers to a sign registered in the name of a group, association or other organization for members of the organization to use in commercial activities, so as to show the membership of users in the organization.

the term "certification mark" as mentioned in this law refers to a mark controlled by an organization that has the ability to supervise a commodity or service and used by units or individuals outside the organization to prove the origin, raw materials, manufacturing methods, quality or other specific qualities of the commodity or service.

special matters concerning the registration and management of collective trademarks and certification trademarks shall be stipulated by the administrative department for industry and commerce of the State Council.