Abstract:  The domain name,the building’s exterior of the operator,the design and the internal decoration of the store,staff uniforms,sounds and even a single color have become the new identifying marks besides the trademark and the trade-name.These new carriers of goodwill can identify the source of the goods and the services.The laws about the trade mark and the trade-name are oriented by protecting the carriers and can not cover these them so they are unlikely to prevent the theft of goodwill.This paper analyzes the current status of the legal protections for these new carriers and proposes an approach to integrate protection of all these carriers.

Key words: goodwill, identifying mark, carrier, legal protection