goodwill

American  

[good-wil] / ˈgʊdˈwɪl /

Or good will

noun

1. friendly disposition; benevolence; kindness.

   Synonyms:

   friendliness

2. cheerful acquiescence or consent.

3. Commerce. an intangible, saleable asset arising from the reputation of a business and its relations with its customers, distinct from the value of its stock and other tangible assets.

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goodwill British  

/ ˌɡʊdˈwɪl /

noun

1. a feeling of benevolence, approval, and kindly interest

2. (modifier) resulting from, showing, or designed to show goodwill

   the government sent a goodwill mission to Moscow

   a goodwill ambassador for UNICEF

3. willingness or acquiescence

4. accounting an intangible asset taken into account in assessing the value of an enterprise and reflecting its commercial reputation, customer connections, etc

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Related Words

See favor.

Etymology

Origin of goodwill

First recorded before 900; Middle English; Old English gōd willa. See good, will ²

Example Sentences

“How to Make a Killing” boasts an opening so strong that it buys enough audience goodwill to coast through nearly its entire running time.

From Los Angeles Times

The mark creates a "false association" to the singer and was done with the intent of using her "goodwill and recognition" for the firm's brand, Swift's team argued.

From BBC

This was done with the intent of using Swift's "goodwill and recognition" for the company's brand, her legal team said.

From BBC

The Israeli head of state said he had brought a "message of goodwill to the people of Australia".

From Barron's

The head of state said he had brought a "message of goodwill to the people of Australia".

From Barron's