goodwill
noun

the good reputation of a business, which can be calculated as part of a company's asset value, though separate from its tangible asset value

Example

He paid £10,000 for the goodwill of the shop and £4,000 for the stock.

(Note The goodwill can include the trading reputation, the patents, the trade names used, the value of a 'good site', etc., and is very difficult to establish accurately.)
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