Haha, two different things;

Trademark rights refer to the rights of trademarks submitted to and authorized by the State Intellectual Property Office. It is a legal right. Usually if there is unfair competition or illegal behavior such as trademarks, you can file a lawsuit based on trademark infringement laws.

Goodwill is the reputation accumulated by a business among consumers through its successful operations. Of course it can be good or bad, it all depends on the consumer's perception.

Of course there is something called a well-known trademark. Because the popularity of a certain product is too high, how good it will be in the long run, etc., it is a unanimously well-known trademark in the eyes of everyone. The law stipulates that such so-called "goodwill" can enjoy trademark rights without applying to the state.