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What is Goodwill in Trademarks?

Goodwill is an intangible asset that represents the positive associations and feelings that the trademark creates in the consuming public. It is linked to the consumer recognition of a brand and its earning power. In other words, goodwill is the value of your trademark beyond its physical or functional attributes.

But what exactly is goodwill in trademarks? And how can you create, protect, and transfer it? In this blog post, we will answer these questions and more.