goodwill

A favorably disposed attitude toward someone or something.

(accounting) The value of a business entity not directly attributable to its tangible assets and liabilities. This value derives from factors such as consumer loyalty to the brand.

(business) A concept used to refer to the ability of an individual or business to exert influence within a community, club, market or another type of group, without having to resort to the use of an asset (such as money or property), either directly or by the creation of a lien.