Goodwill

n.kind, hopefulprofessional

Meaning 1

A friendly willingness to cooperate or think well of another party.

Reach for it when describing positive relations that make future cooperation easier

The shared festival built goodwill between neighborhoods that rarely met.

warm
friendliness
pleasant personal feeling is the main point
not when Friendliness can be momentary and does not imply future cooperation.
warm
trust
confidence in reliability supports the relationship
not when Goodwill may remain even before enough evidence exists for trust.
professional
rapport
mutual understanding develops through direct interaction
not when Rapport concerns connection, while goodwill can exist without close contact.
formal
amity
peaceful relations between groups need an elevated term
not when Amity sounds ceremonial for everyday teamwork.

The business value attached to reputation, relationships, and customer loyalty.

Reach for it when using the accounting or acquisition sense

The purchase price included goodwill built through decades of trusted service.

professional
brand value
the commercial strength of a name is central
not when Brand value omits customer relationships and other acquired intangibles.
professional
customer loyalty
repeat patronage explains the value
not when Loyalty is narrower than the full goodwill recognized in a purchase.
professional
reputation
public regard is the intangible asset being discussed
not when Reputation is only one contributor to accounting goodwill.
formal
intangibles
several nonphysical business assets are grouped together
not when Not every intangible asset is goodwill under accounting rules.

build goodwill
Clear updates helped build goodwill during the noisy repairs.
gesture of goodwill
The fee waiver was a gesture of goodwill after the delay.
business goodwill
Business goodwill accounted for part of the acquisition price.

The definition and the example on this page are written here. The dictionaries above ground which meaning is being described, not the wording.