Goodwill is an intangible asset recorded on a company’s balance sheet. It arises when a buyer acquires another company and pays an amount over and above the sum total of all the other assets that can be identified and accounted for separately – it may be easy to consider goodwill similar to ‘brand power’. You can’t really put a price on a brand in and of itself, but you can price the future business that it will be responsible for generating.

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