How trademarks help brands to create their goodwil

When you are operating in a certain market or when you are part of a certain industry then you can only be successful if you create a good reputation in the eyes of your target audience. There is a certain goodwill attached with your brand name that you can use to attract more customers and investors. Learning how to search for trademark names will help you legally protect your brand from any of your competitors to damage your goodwill in the eyes of your target audience. What other ways can you use to protect your goodwill in the market?