Difference 1. For different objects, trademarks represent the ability of products to obtain excess returns, while goodwill represents the ability of enterprises to obtain excess returns as a whole.

difference 2. there are different forms of intangible assets: trademarks refer to intangible assets that can be transferred and licensed; Goodwill cannot exist or be transferred separately from the enterprise.

difference 3. different ways of obtaining: trademarks need to apply for registration, which is the exclusive right, but goodwill is not used, and goodwill is naturally formed.

Extended information

Trademarks are intangible assets of enterprises, and there is no very fixed judgment on the value of trademarks. The value of a trademark as an asset in the process of investment or operation, that is, the amount of capital contained in the trademark assets. It refers to its capital value, not its honorary or subjective value. Common value judgment usually depends on the recognition and acceptance of the trademark, and is evaluated by the estimated value that the trademark can bring to the enterprise.

Goodwill is an intangible item that can't be identified, so it doesn't belong to intangible assets. It can't exist independently, it has the characteristics of attachment, which is closely related to the tangible assets of enterprises and the environment of enterprises. It can neither be transferred or sold separately, nor can it be invested in an independent asset, so there is no separate transfer value. It can only be attached to the whole enterprise, and the value of goodwill is reflected by the overall income level of the enterprise.

Reference: Baidu Encyclopedia _ Goodwill?

Reference: Baidu Encyclopedia _ Trademark