good will

good·will also good will  (gdwl)

n.

1. An attitude of kindness or friendliness; benevolence.

2. Cheerful acquiescence or willingness.

3. A good relationship, as of a business with its customers or a nation with other nations.

4. The positive reputation of a business viewed as an asset, equal to the excess cost required to acquire the business over the fair market value of all other assets.

Thesaurus

Noun	1.	good will - a disposition to kindness and compassion; "the victor's grace in treating the vanquished" goodwill, grace good nature - a cheerful, obliging disposition
	2.	good will - (accounting) an intangible asset valued according to the advantage or reputation a business has acquired (over and above its tangible assets) goodwill accounting - a system that provides quantitative information about finances intangible, intangible asset - assets that are saleable though not material or physical
	3.	good will - the friendly hope that something will succeed goodwill friendliness - a feeling of liking for another person; enjoyment in their company