goodwill

1 a : a kindly feeling of approval and support : benevolent interest or concern b (1) : the favor or advantage that a business has acquired especially through its brands and its good reputation (2) : the value of projected earnings increases of a business especially as part of its purchase price (3) : the excess of the purchase price of a company over its book value which represents the value of goodwill as an intangible asset for accounting purposes
2 a : cheerful consent b : willing effort

— good·willed \-ˈwild\ adjective