Chapter 2 introduces Goodwill — the monetary value of a firm's reputation. Goodwill is an INTANGIBLE asset that lets a firm earn more than the normal rate of return on its capital, and it arises from factors like customer loyalty, location, quality of products, management efficiency and capital adequacy. The chapter distinguishes self-generated goodwill (built up over years and never recorded) from purchased goodwill (paid for when one business buys another and recognised in the books at cost).
The bulk of the chapter is the valuation of goodwill, applied at every reconstitution event — admission of a partner, retirement or death of a partner, change in PSR, or sale of the firm. Four methods are taught: Average Profit Method (Goodwill = Average Profit × Years' Purchase), Super Profit Method (Goodwill = Super Profit × Years' Purchase, where Super Profit = Average Profit − Normal Profit), Capitalisation of Average Profit (Goodwill = Capitalised Value of business − Capital Employed), and Capitalisation of Super Profit (Goodwill = Super Profit × 100 / NRR). The Weighted Average Profit Method is preferred when profits show an upward or downward trend.
Before any method is applied, past profits must be adjusted — abnormal losses (e.g., fire) are added back, abnormal gains (e.g., insurance claims) are deducted, non-trade investment income is excluded, and a reasonable manager's salary is charged if not already done. Capital Employed is computed by EXCLUDING goodwill, fictitious assets and non-trade investments from total assets, then deducting outside liabilities. The chapter sets up the goodwill adjustments used in Chapters 3, 4, 5 and 6.