"Goodwill" refers to a friendly or helpful attitude towards other people.
Government released all protesters being held in jail, as a goodwill gesture.
In business, "goodwill" refers to the reputation of a business. In selling a business, it represents non-physical assets such as brand recognition, customer loyalty, patents, copyrights, and trademarks.

Goodwill is considered an intangible asset in an acquisition because it is not a physical asset like shares, property, or equipment.
Improved by Simon Mueller
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