How Do You Put a Value on Goodwill?
When buying or selling a business, “goodwill” often comes up in discussions. Most buyers and sellers understand that goodwill refers to the intangible assets of a business—its brand reputation, loyal customer base, long-standing vendor relationships, and community presence. What’s less clear is how to value goodwill. While it’s straightforward to set a fair market value on tangible assets, putting a dollar value on something as intangible as customer loyalty can present a more challenging concept. A...