goodwill

or good will

[ good-wil ]
/ ˈgʊdˈwɪl /

noun

friendly disposition; benevolence; kindness.
cheerful acquiescence or consent.
Commerce. an intangible, salable 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.

Origin of goodwill

before 900; Middle English; Old English gōd willa. See good, will2

British Dictionary definitions for good will

goodwill
/ (ˌɡʊdˈwɪl) /

noun

a feeling of benevolence, approval, and kindly interest
(modifier) resulting from, showing, or designed to show goodwill the government sent a goodwill mission to Moscow; a goodwill ambassador for UNICEF
willingness or acquiescence
accounting an intangible asset taken into account in assessing the value of an enterprise and reflecting its commercial reputation, customer connections, etc