Trademarks and goodwill are both intangible assets. But there is a difference between the two: a trademark is a sign composed of certain graphics and words. It can be named and is tangible. For example, Audi's trademark is a pattern of four circles. Goodwill is invisible and has no specific image. It is the meaning of a company's public reputation and credibility. For example, if you buy an Audi car, although it is expensive, you are still willing to buy it because the Audi company has a good reputation.

Trademarks can be transferred, agented, and auctioned. Goodwill cannot.