Akademik
goodwill
noun
/ɡʊdˈwɪl/
a)
A
favorably
disposed
attitude
toward someone or something.
b)
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.
Ant
:
ill will
Wikipedia foundation
.