Good will

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Intangible assets relating to a company's business practices. Goodwill includes assets with value that are exceptionally difficult to quantify. Examples include brand recognition, customer loyalty, and employee happiness. Goodwill helps a company remain competitive in the long term, even if the company does not produce the best product. For example, a customer will be more likely to buy peanut butter from one company and pay more for it, if he/she thinks the company produces better-tasting peanut butter, regardless of whether or not this is the case. When a company buys another company, it will often pay above the target company's book value to account for goodwill.
Farlex Financial Dictionary. © 2012 Farlex, Inc. All Rights Reserved

Good will.

When the term good will is used in connection with evaluating a company, it covers the intangible value of its reputation, its satisfied clients, and its productive work force. Those factors are all considered evidence of the corporation's potential to produce strong earnings.

Dictionary of Financial Terms. Copyright © 2008 Lightbulb Press, Inc. All Rights Reserved.
References in periodicals archive ?
Good will funding helps prospects create a will that reflects their wishes.
Dean refutes this with Kant's doctrines of beneficence and humility: we cannot be certain about the goodness or not of another's will; we should therefore treat another as if he had a good will. In cases where it appears impossible that the will is good (such as in the case of a serial killer), one should still treat that person with respect, since treating any one human being with contempt would foster an attitude of contempt for all.
In Gospel Tracks Through Texas: The Mission of Chapel Car Good Will, Wilma Rush Taylor explores the little-known but compelling story of the chapel car ministry in Texas.
In the section on wives, Erickson outlines the various ways women worked around coverture, not just by securing husbands' good will, which was a risky strategy, but by using settlements at the time of marriage to secure their property rights and thereby "avoid the more onerous aspects of coverture" (101).
We have taken to our State the crossing point in which good wills meet, and we have done everything we can to defuse crises and bridge the points of view, so we have enough to pay the price for the conflicts of others in our country.