Importance Of Goodwill

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The term goodwill may mean one thing to the general public and quite a different thing to an accountant. The general public usually thinks of goodwill as the excellent reputation that a business has with its customers. To an accountant, goodwill means the potential of a business to earn a rate of return in excess of the average rate of return for similar businesses in that industry. Goodwill is the result of competitive advantages, customer recognition, a favorable location, outstanding management, excellent employee relations, and other factors that a successful company continuously develops (Cote, 2007). The New York State Society of Certified Public Accountants define goodwill as the premium paid in the acquisition of an entity over the fair value of its identifiable tangible and intangible assets less liabilities assumed. For example if a company was to purchase McDonalds they would also gain McDonalds favorable reputation and brand that it has built during the course of the building of the company. While this is definitely a bonus for the purchasing company, this is ultima...

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