What is the difference between goodwill and brand? What is the difference between goodwill and trade

Goodwill. It refers to the ability to bring excess profits to the operation of the enterprise in the future period.

The potential economic value, or the expected profitability of a business that exceeds the normal profitability of an identifiable asset (e.g., the average social return on investment).

capitalized value. Goodwill is an integral part of the overall value of a business. Brand is an intangible asset that brings premium and value-added to the owner, and its carrier is the name, term, symbol, mark or design and its combination to distinguish it from the products or services of other competitors, and the source of value-added comes from the impression of its carrier formed in the minds of consumers.

A brand can bring goodwill to a business, but goodwill is not necessarily brought by the company's brand.

Goodwill and brand are two different concepts, although they are sometimes related to each other.

Goodwill refers to the component of the overall value of an enterprise, and is the potential economic value of the excess profits that an enterprise may bring in the future period. It can be used in business combinations, acquisitions, joint ventures, and other forms of business cooperation. Goodwill is usually an intangible asset that cannot be clearly identified as a separate property and is therefore usually included in the "intangible assets" column on the balance sheet.

Branding, on the other hand, refers to the name, term, symbol, symbol or design, and a combination thereof, used to identify and distinguish a product or service. A brand is an intangible asset that can bring premium and value to a business. The value of a brand depends on consumers' perception and impression of the product, as well as the brand's reputation and influence in the market.

Therefore, the main difference between goodwill and brand is their function and value**. Goodwill is a part of the overall economic value of a business, and brand is just one of the ways to identify and distinguish a product or service, and it is an intangible asset. The value of a brand mainly depends on consumers' perception and impression of a product or service, while the value of goodwill depends more on the overall economic value and future profitability of the enterprise.

Goodwill is: when listed company A engages in mergers and acquisitions and purchases the assets of another company B, the actual payment is higher than the net assets of the purchase target. For example, if a listed company A intends to acquire Company B, and Company B asks for 2 billion, but Company B's net assets are only 1.5 billion, then the premium of 500 million is goodwill, which can also be simply understood as brand value.

For example, if you open a hotel, the assets add up to 1 million, and the local area has been open for many years, and the profit is not bad, and you want to sell it for various reasons, then you bid 1.5 million yuan to transfer.

Therefore, goodwill itself does not directly generate any benefits, so a higher goodwill is certainly not a good thing.

Accounting goodwill refers to the potential economic value that can bring excess profits to the operation of the enterprise in the future period, or the capitalized value of the expected profitability of an enterprise that exceeds the normal profitability of identifiable assets (such as the average return on investment of society).

Literally, it's business reputation; If it is used as a proper noun, it has a specific meaning.

In layman's terms, it's like the value that comes with business reputation.

In the past two days, all kinds of goodwill explosions, various impairments, and all kinds of huge losses in A-shares.

Goodwill refers to the potential economic value that can generate excess profits for the business operations in the future period, or the capitalized value of an enterprise's expected profitability that exceeds the normal profitability of identifiable assets (such as the average social return on investment). Goodwill is an integral part of the overall value of a business. In a business combination, it is the difference between the cost of the investment of the purchased enterprise and the fair value of the net assets of the merged enterprise.

Personal understanding: For example, it means that when people buy your company and give money, the money given is greater than the net assets of your company, why do people give you more? It's because people think that your company has potential and reputation, although you have any money, but your company is going to that side, everyone knows that you are willing to do business with you This is similar to people's reputation, and it makes no sense to leave the company (enterprise) It's just that goodwill is not usually reflected, and it will only appear when it is not under the same control As for Shenma is a merger under the same control, it is the relationship between two or more merged enterprises

Difference Between Goodwill and Trademark:

1. Goodwill originates from the enterprise or product after it is recognized and recognized by the market, and the trademark can be generated at or earlier than the embryonic stage of the product;

2. Goodwill is an external objective evaluation, and a trademark is a subjective implication of its future value and blessing;

3. Goodwill is maintained by the enterprise on its own initiative, and the trademark can be registered to protect its interests by legal means;

4. There is no time limit for the benefits of goodwill to the enterprise, and if the trademark is applied for registration, it will be protected by law within the statutory time period recognized by the Trademark Law;

5. It is not easy to provide evidence of goodwill infringement, and the infringement of registered trademarks is bound by legal provisions, and the latter has specific compensation methods.

1. Is goodwill considered an intangible asset?

Intangible assets refer to non-monetary assets that are held by enterprises for the purpose of producing products, providing labor services, leasing or business management, and have no physical form and can be identified. Intangible assets in a broad sense include monetary funds, accounts receivable, financial assets, long-term equity investments, patent rights, trademark rights, etc., because they do not have a physical entity, but are manifested as some legal rights or technologies. Goodwill is the part of the merger and acquisition cost that is not generated by the enterprise under the same control, and the merger and acquisition cost is greater than the share of the net tomb shed assets of the acquired enterprise that the acquiring enterprise should enjoy.

Goodwill cannot exist independently of the enterprise and cannot be identified separately because it is not recognizable. Therefore, under the new standard, goodwill is not an intangible asset and is not recognized separately in accounting. Only the item "goodwill" has been added under the item "intangible assets" in the consolidated financial statements to reflect the goodwill acquired by the enterprise as a result of a business combination not under common control, that is, the difference between the parent company's long-term equity investment in the subsidiary (the cost of consolidation) under the controlling merger and the share of the fair value of the subsidiary's identifiable net assets at the date of acquisition.

2. What are the measures for the protection of well-known trademarks?

The protection measures for well-known trademarks are:1The well-known trademark protection under the Trademark Law is a well-known trademark to the relevant public, and the holder may apply for the protection of a well-known trademark in accordance with the provisions of this Law if he believes that his or her rights have been infringed.

If the trademark applied for registration for the same or similar goods is a copying, copying, imitating or translating a well-known trademark that is not registered in China, which is likely to cause confusion, it shall not be registered and its use shall be prohibited. If a trademark applied for registration for non-identical or dissimilar goods is a copy, imitation or translation of a well-known trademark already registered in China by another person, misleading the public and causing possible damage to the interests of the registrant of the well-known trademark, it shall not be registered and its use shall be prohibited. 3.

The protection of the Anti-Unfair Competition Law shall be handled in accordance with the Anti-Unfair Competition Law of the People's Republic of China if the registered trademark or unregistered well-known trademark of another person is used as a trade name in the name of an enterprise, misleading the public and constituting an act of unfair competition.

Article 4 of the Trademark Law of the People's Republic of China provides that if a natural person, legal person or other organization needs to obtain the exclusive right to use a trademark for its goods or services in the course of production and business activities, it shall apply to the Trademark Office for trademark registration. The provisions of this Law relating to commodity trademarks shall apply to service trademarks.

Legal Analysis: Goodwill refers to the fact that a commercial entity attracts customers or retains regular customers to gain prestige or public preference because of its individual characteristics, technical level, credibility, business location or other conditions attached to the operation, constituting intangible assets, and its value is expressed in the transfer of business**, and the selling price part that is higher than the sum of the other net asset values of the entity is the value of goodwill. Goodwill is intangible, abstract, property, unstable, dependent, and territorial.

Although goodwill has value, its characteristics prevent it from being the object of property rights. The value of goodwill can only be calculated in the transfer of business** by way of a sale price greater than the sum of the other net asset values of the entity.

A trademark refers to a visible sign used by a producer, operator or service provider of goods to identify itself and distinguish others from its own goods or services. A trademark is a specific form of symbol that has an identifying function. Due to the specificity of the trademark, the intangible and abstract goodwill acquires a concrete carrier, enabling consumers to identify and distinguish the products to which the specific trademark is addressed.

This distinguishing function makes the trademark a specific object that carries the trust relationship of consumers, which is goodwill.

Legal basis: Trademark Law of the People's Republic of China Article 3 A trademark approved and registered by the Trademark Office is a registered trademark, including commodity trademarks, service trademarks, collective trademarks and certification trademarks; The trademark registrant enjoys the exclusive right to use the trademark and is protected by law.

For the purposes of this Law, the term "collective trademark" refers to a sign registered in the name of a group, association or other organization for use by the members of the organization in commercial activities to indicate the user's membership in the organization.

For the purposes of this Law, the term "certification mark" refers to a sign controlled by an organization that has the ability to supervise a certain kind of goods or services, and is used by an entity or individual other than the organization for its goods or services to prove the origin, raw materials, manufacturing methods, quality or other specific qualities of the goods or services.

Special matters concerning the registration and management of collective trademarks and certification marks shall be prescribed by the administrative department for industry and commerce.

1. Goodwill originates from the enterprise or product after it is recognized and recognized by the market, and the trademark can be generated at or earlier than the embryonic stage of the product; 2. Goodwill is an external objective evaluation, and a trademark is a subjective implication of its future value and blessing; 3. Goodwill is maintained by the enterprise on its own initiative, and the trademark can be registered to protect its interests by legal means; 4. There is no time limit for the benefits of goodwill to the enterprise, and if the trademark is applied for registration, it will be protected by law within the statutory time period recognized by the Trademark Law; 5. It is not easy to provide evidence of goodwill infringement, and the infringement of registered trademarks is bound by legal provisions, and the latter has specific compensation methods.

Legal basis: Trademark Law of the People's Republic of China

Article 4 Where a natural person, legal person or other organization needs to obtain the exclusive right to use a trademark for its goods or services in the course of production and business activities, it shall apply to the Trademark Office for trademark registration. The provisions of this Law relating to commodity trademarks shall apply to service trademarks.