goodwill
noun [ U ]
uk/ɡʊdˈwɪl/ us COMMERCE
the value to a company or organization of things that cannot be directly measured, for example, its good reputation or its customers' loyalty:
Charitable endeavours are important to us in terms of goodwill.
ACCOUNTING
the difference between the value of a company's assets and what profit it is expected to make in the future, which is included in the price paid when it is bought or sold:
We expect the business to raise at least $100,000 in goodwill.