goodwill

A favorably disposed attitude toward someone or something.

(accounting) 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.

(business) 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.