goodwillgoodwill: a business’ intangible and reputational assets s...: a business’ intangible and reputational assets such as its brand name. A business’ goodwillgoodwill: a business’ intangible and reputational assets s... is established over a period of time and is part of what makes it recognisable both to the industry and to customers. Goodwillgoodwill: a business’ intangible and reputational assets s... is a quantifiable asset and will have real value if the business is sold.