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This is the intangible "good name" value of a company.

Goodwill is generally understood to represent the value of a business name, customer relations, and other intangible factors that contribute to the earning power of a company.

Familiar names such as Microsoft, Macdonald's, and Coca-Cola, are examples of the value of well-respected names. The buyer of a business is often willing to pay for the name in addition to the company's assets. Accepted accounting principles require that goodwill be written off over a period of time.

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