Goodwill
The term ‘goodwill’ refers to the set of intangible assets that a company has on its balance sheet including its: brand recognition, customer and employee relations, and any patents or proprietary technology. To find the value of the goodwill that a company recognizes, subtract the book value of the company from its purchase price. Examples of companies with the largest recognized levels of goodwill include: Microsoft, Amazon, Apple and Alphabet (Google).