Goodwill is an intangible asset that occurs when you acquire a business or asset at a price that's above its tangible value. In other words, it's a premium that you pay to acquire intangible assets. The following are common examples of goodwill.
Brands
Competitive advantages
Contracts
Copyrights
Corporate culture
Customer relationships
Designs
Intellectual property
Knowledge and know-how
Market position
Media assets
Patents
Processes
Proprietary technology
Relational capital
Reputation
Rights
Strategic assets that have value beyond their book value
Talented employees
Trade secrets
Trademarks
Intangible assets only show up as goodwill when you have acquired them from another firm. This establishes a value for things such as brands that are difficult to value.
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