A mark capable of being represented graphically and it can also distinguish one goods and services from those of other. Trademarks could be a word, any symbol, design, color, sound or smell, and are a legal concept.“Goodwill” also refers to value, which is attached to a trademark. Trademarks which has higher quality products tend to enjoy more goodwill because of their potential market base. The difficulty lies in determining the value of goodwill. Although many companies has developed their own method for determining the value attached to their brands.
http://www.origiin.com/2019/02/18/value-of-goodwill-in-trademarks/
IP Valuation 