1. Goodwill originates from the enterprise or product after it is recognized and recognized by the market, and the trademark can be produced at or before the embryonic stage of the product; 2. Goodwill is an external objective evaluation, while trademark is a subjective implication of its future value and blessing; 3. Goodwill is maintained by enterprises, and trademarks can apply for registration to protect their interests by legal means; 4. There is no time limit for the benefits brought by goodwill to enterprises. If a trademark is applied for registration, it will be legally protected within the statutory time period recognized by the Trademark Law; 5. It is not easy to prove that the goodwill is infringed. The infringement of a registered trademark is bound by legal provisions, and the latter has specific compensation methods. Wait a minute. In short, for enterprises, goodwill and trademarks are intangible rights, but the former depends on corporate ethics and cultivation, and the latter can be directly produced by applying for legal means.

the difference between a trademark and a goodwill is that a trademark is a symbol composed of certain figures and words, which can be named and visible. For example, Audi's trademark is a pattern of four rings. Goodwill is invisible and has no concrete image, which means the credibility of a corporate public reputation. For example, buying an Audi car, although expensive, is still willing to buy it because Audi has a good reputation.

trademarks can be transferred, represented and auctioned. Goodwill is not. The trading of domestic trademarks is limited to registered trademarks. No matter how high the goodwill and reputation of unregistered trademarks are, it is difficult to auction and transfer similar assets! Moreover, registered trademarks provide legal protection for maintaining reputation!