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goodwill /ˌgʊdˈwɪl/  

  • noun
    [noncount] or good will :a kind, helpful, or friendly feeling or attitude
    She has/feels goodwill toward all her coworkers.
    They allowed him to keep the extra money as a gesture of goodwill.
    trying to promote goodwill
    people of goodwill - often used before another noun
    a goodwill gesture
    a goodwill ambassador on a goodwill tour/mission
    business :the amount of value that a company's good reputation adds to its overall value
    goodwill and other assets
    loss of goodwill