Goodwill does normally show up on balance sheets "The value of a company’s name, brand reputation, loyal customer base, solid customer service, good employee r

Goodwill does normally show up on balance sheets "The value of a company’s name, brand reputation, loyal customer base, solid customer service, good employee relations, and proprietary technology represent aspects of goodwill. This value is why one company may pay a premium for another." See https://www.investopedia.com/terms/g/goodwill.asp https://www.investopedia.com/terms/g/goodwill.asp