1. differences between goodwill and trademarks: 1. different ways of production trademarks are produced through registration and use, and goodwill is produced through enterprise transactions. 2. Trademarks with different degrees of recognition must have certain carriers to realize their distinctiveness and are identifiable intangible assets; Goodwill is a more illusory asset than a trademark, which can only be reflected when a transaction premium is generated. 3. They belong to different disciplines and different trademarks belong to the category of intellectual property rights, which can be included in the assets of enterprises; Goodwill belongs to the accounting category, which is used to reflect the book value of a commercial entity other than assets and liabilities, and is usually used in enterprise acquisition arrangements. Second, the characteristics of goodwill 1. The goodwill of an enterprise is not formed in the short term, but in the long-term business activities. It depends on many factors such as the quality of the products or services of the enterprise, the extensive use of the firm, the efficient organization of the enterprise, and the excellent quality of the employees of the enterprise. 2. There is no time limit for the goodwill of an enterprise, but the value of goodwill will change with the change of the internal operating conditions of the enterprise; 3. The goodwill of an enterprise is attached to a specific enterprise and cannot exist independently. It is an intangible asset that cannot be accurately referred to. Third, the specific difference between goodwill and trademark 1. Trademark is the symbol of the product, while goodwill is the embodiment of the overall reputation of the enterprise; 2. Goodwill, as an intangible asset, is combined with the enterprise and cannot exist alone without the enterprise; 3. A trademark may transfer its ownership or its right to use. Goodwill can only be transferred or transferred with the occurrence of enterprise behavior, and there is no distinction between ownership and use right. Goodwill is closely related to trademarks. The higher the trademark value of an enterprise, the greater its goodwill. However, goodwill is not an accessory of trademarks, nor is it a value-added part of trademarks. It exists independently of trademarks.