In China’s trademark laws, trademark goodwill means the opinion or impression a consumer has of a trademark. Trademark goodwill is mainly associated with the quality of the goods or services but can also be associated with the color, variety, packaging, and advertising.
The value of trademark goodwill is determined by its market recognition. The more recognized a trademark is, the higher its value. A determination of the trademark goodwill value is made by examining how the mark is used, how consumers perceive the mark, and the quality of the goods. Trademark goodwill is typically complemented by an assessment of the trademark’s value based on the costs invested into the trademark. Additionally, the value of a trademark can be viewed from the perspective of the mark’s brand equity value or its design value.
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