Noun

A favorably disposed attitude toward someone or something.

(accounting) The value of a business entity not directly attributable to its tangible assets and liabilities. This value derives from factors such as consumer loyalty to the brand.

(business) A concept used to refer to the ability of an individual or business to exert influence within a community, club, market or another type of group, without having to resort to the use of an asset (such as money or property), either directly or by the creation of a lien.

Noun

(uncountable) Mental, sometimes emotional process of comprehension, assimilation of knowledge, which is subjective by its nature.

(countable) Reason or intelligence, ability to grasp the full meaning of knowledge, ability to infer.

(countable) Opinion, judgement or outlook.

* {{quote-magazine, date=2013-08-03, volume=408, issue=8847, magazine=(The Economist)

, title= The machine of a new soul , passage=The yawning gap in neuroscientists’ understanding of their topic is in the intermediate scale of the brain’s anatomy. Science has a passable knowledge of how individual nerve cells, known as neurons, work. It also knows which visible lobes and ganglia of the brain do what. But how the neurons are organised in these lobes and ganglia remains obscure.}}

(countable) An informal contract, mutual agreement.

(countable) A reconciliation of differences.

(uncountable) Sympathy.

All that people individually sense and feel of themselves.