goodwill
//ˌɡʊdˈwɪl//
Noun
goodwillSingular
1
Friendly, helpful, or cooperative feelings or attitude toward others.
The company has built up a lot of goodwill in the community through its charity work.
2
The established reputation of a business regarded as a quantifiable asset and calculated as part of its value when being sold.
The company's goodwill was valued at $2 million when it was sold.