goodwill

Short definition from Wiktionary

Noun

1. 1
   A favorably disposed attitude toward someone or something.
2. 2
   The value of a business entity not directly attributable to its tangible assets and liabilities, deriving from factors such as consumer loyalty to the brand.
3. 3
   A concept used to refer to the ability of an individual or business to exert influence within a community, club, market or another type of group, without having to resort to the use of an asset (such as money or property), either directly or by the creation of a lien.
4. 4
   The willingness of a worker to perform activities not strictly within the scope of the employment contract and not just work to rule.
5. 5
   A thrift shop.
6. 6
   Alternative letter-case form of goodwill (“a thrift shop”).

Proper noun

1. 1
   A surname.